TY  - JOUR
AB  - 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.
VL  - 3
IS  - 4
SN  - 1368-3047
DO  - 10.1108/eb025584
UR  - https://doi.org/10.1108/eb025584
AU  - Shaw Robert
AU  - White Carolyn
PY  - 1999
Y1  - 1999/01/01
TI  - better managed processes CREATE better marketing metrics
T2  - Measuring Business Excellence
PB  - MCB UP Ltd
SP  - 28
EP  - 35
Y2  - 2024/04/25
ER  -