6533b81ffe1ef96bd12773c5
RESEARCH PRODUCT
An integrative approach of the marketing research and benchmarking
Gina-maria Morarusubject
EngineeringReturn on marketing investmentKnowledge managementDigital marketingbusiness.industryQuantitative marketing researchMarketing strategyMarketing scienceMarketing managementlcsh:TA1-2040Business marketingbusinessMarketing researchlcsh:Engineering (General). Civil engineering (General)description
The accuracy of the manager’s actions in a firm depends, among other things, on the accuracy of his/her information about all processes. At this issue, developing a marketing research is essential, because it provides information that represents the current situation in organization and on the market. Although specialists devote the marketing research exclusively to the organizational marketing function, practice has shown that it can be used in any other function of the company: production, finance, human resources, research and development. Firstly, the paper presents the opportunities to use the marketing research as a management tool in various stages of creative thinking. Secondly, based on a study made from secondary sources of economic literature, the paper draws a parallel between marketing research and benchmarking. Finally, the paper shows that creative benchmarking closes the management - marketing - creativity circle for the benefit of the organization and community.
year | journal | country | edition | language |
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2017-01-01 | MATEC Web of Conferences |