Rabin: Top execs have low opinion of marketing research, marketers' role in strategic planning

October 1981
Marketing News;10/16/1981, Vol. 15 Issue 8, p1
Trade Publication
Reports on the low opinion of top corporate executives on marketing research and marketers' contribution to strategic planning, according to American Marketing Association President Joseph H. Rabin. Significance of marketing to top management; Findings of a pilot study conducted by Rabin to measure managers' attitudes toward their marketing staff; Recommendations to marketers.


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