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.
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
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