Improving marketing accountability through better management of the market research process

Article Abstract:

There is increasing pressure for the marketing processes to become more accountable, with both managers and external analysts needing to understand how marketing and customer relations improve company performance. A new study suggests that market research processes contain hidden potential for helping managers set goals and evaluate marketing performance. A process model is developed to show how better marketing accountability can be obtained by improving management of the market research process.

Research

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Modelling marketing orientation: an application in the education sector

Article Abstract:

A new study addresses the impact of organisational change on the management practices of three Further Education Colleges. A review of existing literature and a definition of marketing orientation results in a model containing the behavioural elements of employee orientation, customer orientation and organisational coordination, which are seen as critical to long term performance.

Models, Universities and colleges

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Improving customer orientation within the fresh meat supply chain: a focus on assurance schemes

Article Abstract:

After conducting a study on Scottish meat consumers, the influence of producer-led assurance labels on consumer purchase behavior is determined

Meat Products, Scotland, Meat industry, Surveys, Marketing research, Consumer research

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