better managed processes CREATE better marketing metrics
Robert Shaw
(Visiting professor of marketing, Cranfield School of Management, UK. As managing director of Shaw Consulting he has worked with more than 50 blue chip organizations in the US and Europe)
Carolyn White
(Specialist editor and publisher of business research reports and newsletters)
370
Abstract
Market research should have a great deal of potential for assisting managers who want to set goals and evaluate performance of marketing and customer‐related activities. However, this potential is often overlooked or disregarded in practice. Improving the management of the market research process could support the creation of better marketing metrics.
Citation
Shaw, R. and White, C. (1999), "better managed processes CREATE better marketing metrics", Measuring Business Excellence, Vol. 3 No. 4, pp. 28-35. https://doi.org/10.1108/eb025584
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited