Integrate market research with strategic plan to get budget OK

Tomasino, Richard F.
January 1985
Marketing News;1/4/1985, Vol. 19 Issue 1, p8
Trade Publication
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.


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