TITLE

Integrate market research with strategic plan to get budget OK

AUTHOR(S)
Tomasino, Richard F.
PUB. DATE
January 1985
SOURCE
Marketing News;1/4/1985, Vol. 19 Issue 1, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the importance of integrating market research with strategic plan to get a quick approval of a budget by the chief executive officer. The benefits of such a process include the expansion of the role of marketing research to cover more global information requirements. It also offers a focused relationship between tactical information requirements and strategic issues.
ACCESSION #
19212968

 

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