Working Papers

The Effectiveness of Marketing’s “R&D” for Marketing Management: An Assessment

John G. Myers, Stephen A. Greyser, and William F. Massy

Jan 1, 1979

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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