Strategic marketing research

Tammo H.A. Bijmolt*, Ruud T. Frambach, Theo M.M. Verhallen

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review


This article introduces the term “strategic marketing research” for the collection and analysis of data in support of strategic marketing management. In particular, strategic marketing research plays an important role in defining the market, analysis of the environment, and the formulation of marketing instrument strategies. The concept of strategic marketing research allows research on important topics such as segmentation, positioning, new product development, and product/service quality to be placed into a broader framework.

Original languageEnglish
Pages (from-to)83-98
Number of pages16
JournalJournal of Marketing Management
Issue number1-3
Publication statusPublished - 1996


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