DOES MARKETING RESEARCH REALLY "HAVE A SEAT AT THE MARKETING STRATEGY TABLE"? AN EXPLORATORY RESEARCH


ER İ., Odabasi Y.

2nd Annual EuroMed Conference of the EuroMed-Academy-of-Business, Salerno, Italy, 26 - 28 October 2009, pp.546-556 identifier

  • Publication Type: Conference Paper / Full Text
  • City: Salerno
  • Country: Italy
  • Page Numbers: pp.546-556
  • Keywords: Marketing Research, Consumer Insight, Strategic Marketing Decision Making, INFORMATION, PERCEPTIONS
  • Anadolu University Affiliated: Yes

Abstract

Purpose - One of the major functions of marketing research is to provide relevant and necessary information to marketing decision making process. In other words, marketing research should bring the "voice of the customer" to the strategic marketing decision making "table". In addition, marketing research provide information to managers to be used in specific marketing actions as well as in a general manner that would allow them to understand their customers and environment in a better way for future strategic planning. However, it is a significant question whether marketing research really has a critical position in strategic marketing decision making in most of the firms, particularly in Turkey. Thus, the purpose of this study is to explore marketing research's position in marketing decision making process in Turkish firms.