Marketing researchers must start contributing to strategic marketing, corporate planning decisions

February 1982
Marketing News;2/19/1982, Vol. 15 Issue 17, p11
Trade Publication
This article presents the views of H. David Glatzel, director-corporate planning, Johnson Wax, on the role of market researchers in decisions concerning strategic marketing and corporate planning. He was speaking at the American Marketing Association's Second Annual Marketing Research Conference. Glatzel believes that researchers will have to take a broader view of themselves and their work. They have to adopt to the changes in the corporate management. Glatzel feels that top management expects marketing researchers to respond to the challenge of a tougher environment therefore they will have to develop a more strategic vision of what they are trying to accomplish.


Related Articles

  • Strategic Interdependence in Organizations: Deconglomeration and Marketing Strategy. Varadarajan, P. Rajan; Jayachandran, Satish; White, J. Chris // Journal of Marketing;Jan2001, Vol. 65 Issue 1, p15 

    Although strategy exists at multiple levels in a firm (corporate, business, and functional), there is a dearth of research in marketing literature that focuses on the dependency among strategy at different levels. The authors address this issue by examining the relationship between...

  • Managerial Identification of Competitors. Clark, Bruce H.; Montgomery, David B. // Journal of Marketing;Jul99, Vol. 63 Issue 3, p67 

    Despite extensive academic research on how to identify competitors objectively, marketers know relatively little about how managers identify competitors in practice. The authors bring together diffuse literature in this area and propose a cognitive framework for managerial identification of...

  • USING MARKETING RESEARCH IN ORDER TO IMPROVE CRM - A CASE STUDY FOR MOBILE TELEPHONY IN ROMANIA. Ecaterina, Brandabur Raluca; Andrei, Popscu // Annals of the University of Oradea, Economic Science Series;2008, Vol. 17 Issue 4, p771 

    Present work is a case study that illustrate how can be used marketing research concrete in order to improve CRM in a company.

  • SIGNALS AND CHOICES IN A COMPETITIVE INTERACTION: THE ROLE OF MOVES AND MESSAGES. Moore, Marian Chapman // Management Science;Apr92, Vol. 38 Issue 4, p483 

    This study examines the effect of signals from a competitor on the decisions of managers in a situation of strategic interdependence. The context is a multi-period pricing simulation and the payoffs are structured in accordance with a Prisoner's Dilemma. The signals consist of messages from the...

  • REGARDING THE INTEGRATION OF ECOLOGY IN THE FIRM'S STRATEGIC APPROACH. Nistorescu, Tudor; Băloi, Ionuţ-Cosmin // Metalurgia International;Jun2010 Supplement, p35 

    Companies must promptly respond at the constraints exercise by the political and social factors regarding the impact their work has on the natural environment. For now on, respecting the environment become a real source of competitive advantage in businesses. In this research, we show that exist...

  • 'Live and Let Live' or 'Survival of the Fittest'? A Conceptual Review and Propositions on Multimarket Contact Outcomes. Thota, Sweta Chaturvedi // Academy of Business Research Journal;2014, Vol. 2, p76 

    Firms face two strategic decisions when engaging in multimarket competition - the decision to collude tacitly and observe mutual forbearance (MF) and the decision to adopt a rapid escalation of aggressive competition i.e., hypercompetition. Interestingly, literature on this issue is divided on...

  • Global ad decisions centralized. Dietrich, Joy; Fannin, Rebecca // Advertising Age;6/14/1999, Vol. 70 Issue 25, p70 

    This article focuses on the findings of an Advertising Age International survey on advertising media and marketing strategies as of June 14, 1999. The survey reported that multinational marketers are increasingly consolidating power over advertising decisions. Two-thirds of marketers surveyed...

  • Comment on Structural Modeling in Marketing: Review and Assessment. Hartmann, Wesley R. // Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p620 

    The author offers commentary on an article about structural modeling in marketing published in this issue of "Marketing Science." Topics assessed include the strengths and weaknesses of structural modeling, validation of structural models, and incorporating multiple data sources in marketing...

  • Competitive Bidding for Marketing Research Services: Fact or Fiction? Haynes, Joel B.; Rothe, James T. // Journal of Marketing;Jul1974, Vol. 38 Issue 3, p69 

    The article presents a study on the extent of competitive bidding that is used in the pricing of marketing research services, and whether price is an important facet of a research firm's competitive strategy. The methodology of the study is described and the results are given. According to the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics