The missing link

Everett, Jeannine Berger
March 1997
Marketing Research;Spring97, Vol. 9 Issue 1, p32
Academic Journal
The article reports on the importance of a healthy interaction between customer knowledge and business strategy. When a profession doubts its credibility, it is best to identify its shortcomings to the clients and make necessary improvements on marketing strategies. Integrated researches provide business with customers' concerns but it should not also depart from strategic context of the corporation. There are several defects to correct some research practices including the inappropriate outsource program, different researchers' technique, interstudy amnesia, findings focus, delivery gap, perfectionist tendencies, incomplete picture and others. As a solution, there are also few steps in order to gain the strategic opportunity including constituent review, action statements, recommendations and others.


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