Strategic Market Analysis: Top-Down and Bottom-Up ApproachesJan 1, 1980 George S. Day, 1980, 80-105
Examines important differences between top-down and bottom-up approaches to strategic market analysis and proposes ways of integrating the two methods.
The Economics of Health and Beauty Aids and General Merchandise Distribution Among Retailers and Service MerchandisersJan 1, 1980 Walter J. Salmon, Robert D. Buzzell, and Ronald Curhan, 1980, 80-110
Compares performance results by product category and by mode of distribution, based on data from 15 supermarket firms, 5 convenience store companies, and 15 service merchandisers.
The Use of Market Research: An Exploratory Study of Manager and Researcher PerspectivesJan 1, 1980 Gerald Zaltman, 1980, 80-115
Considers factors that affect knowledge transfer in marketing and reports results of a survey of marketing managers and researchers.
Top Management Views of the Marketing FunctionJan 1, 1980 Frederick E. Webster, Jr., 1980, 80-108
Reports survey of top executives of 30 major companies. Explores their views about the current performance of the marketing function and of marketers, as well as their ideas about what marketing must do in the future.
Toward the Development of Industry Standards for Response and Nonresponse RatesJan 1, 1980 Frederick Wiseman and Philip R. McDonald, 1980, 80-101
Reports results from a survey of commercial research firms and client companies concerning their definition and calculation of various response and nonresponse rates.