Recessionary Marketing

Abstract

Summarizes the findings of the VAR 1991 Market Research report which surveys the market research industry and examines the importance attached to various marketing activities, particularly in the light of the current recession. Highlights three main topics: the importance of market research to successful marketing; performance ratings for market research agencies; the weaknesses to be addressed by those agencies.

Citation

Marks, R. (1992), "Recessionary Marketing", Marketing Intelligence & Planning, Vol. 10 No. 1, pp. 27-28. https://doi.org/10.1108/02634509210007849