Marketing Decision Support
New Developments in Marketing ResearchScott Hoenig, 1986, 86-112
Summaries of seven presentations on techniques to predict product acceptance, perceptual mapping, regression techniques, a technique to summarize different studies on the same topic, and the extent of marketing research use in industry.
Conditions Conducive to the Effective Use of Marketing Research in the CorporationJan 1, 1981 David J. Luck and James R. Krum, 1981, 81-100
Explores what conditions may be facilitating or impeding effective use of marketing research funds and efforts; based on sample of 73 persons in 10 large corporations.
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.
Recommended Cases in Marketing—The Experts’ ChoicesJan 1, 1979 Stephen A. Greyser and Robert J. Kopp, 1979, 79-114
Presents a list of approximately 100 of the most effective classroom cases in marketing, based on views of professors with extensive experience in teaching and writing marketing cases.
Analytic Approaches to Product and Marketing PlanningAllan D. Shocker, 1979, 79-104
Collection of papers addressing alternative analytic approaches to product-marketing planning, the understanding of changes in the competitive environment, issues involved in modeling customer market behavior, and problems of implementation.
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