The Effectiveness of Marketing’s “R&D” for Marketing Management: An AssessmentJan 1, 1979 John G. Myers, Stephen A. Greyser, and William F. Massy, 1979, 79-105
Presents some of the highlights and recommendations of the AMA Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, it provides an overall assessment and specific recommendations.
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