TY - JOUR
T1 - Strategic marketing research
AU - Bijmolt, Tammo H.A.
AU - Frambach, Ruud T.
AU - Verhallen, Theo M.M.
PY - 1996
Y1 - 1996
N2 - 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.
AB - 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.
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U2 - 10.1080/0267257X.1996.9964402
DO - 10.1080/0267257X.1996.9964402
M3 - Article
AN - SCOPUS:0002616608
VL - 12
SP - 83
EP - 98
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 1-3
ER -
