Strategic marketing research

Tammo H.A. Bijmolt; Ruud T. Frambach; Theo M.M. Verhallen

doi:10.1080/0267257X.1996.9964402

Strategic marketing research

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

^*Corresponding author for this work

Research output: Contribution to Journal › Article › Academic › peer-review

Abstract

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 language	English
Pages (from-to)	83-98
Number of pages	16
Journal	Journal of Marketing Management
Volume	12
Issue number	1-3
DOIs	https://doi.org/10.1080/0267257X.1996.9964402
Publication status	Published - 1996

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title = "Strategic marketing research",

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Strategic marketing research

Abstract

UN SDGs

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