How to focus marketing intelligence to serve strategy

Abstract

This flavor industry case takes a clinical look at a global firm's complex marketing research practices. The reader's job: Find the set of opportunities that constitute a strategic resource.

Citation

Jenster, P.V. and Hover, D. (1992), "How to focus marketing intelligence to serve strategy", Planning Review, Vol. 20 No. 4, pp. 32-36. https://doi.org/10.1108/eb054365