The Need for Market Research in Executive Decision Making
Joel Raphael
(Director of Market Research for AT&T Business Communications Services. He received a B.E.E. from City College, an M.S.E.E. from New York University, and a Master's in Advanced Management from Pace University.)
I. Robert Parket
(Supervisor of the Industrial Marketing Program at the Baruch College (CUNY) School of Business and is a former Deputy Chairman of the Marketing Department.)
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Abstract
Discusses executive decision making and the importance of the broader use of market research throughout the management ranks. Looks at the opportunities and constraints between market research and decision‐making executives. Proposes an amalgamated and integrated effort to ensure the timely gathering and analysis of appropriate information to help make beneficial decisions.
Keywords
Citation
Raphael, J. and Parket, I.R. (1991), "The Need for Market Research in Executive Decision Making", Journal of Business & Industrial Marketing, Vol. 6 No. 1/2, pp. 15-21. https://doi.org/10.1108/EUM0000000002748
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited