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Keywords: Marketing research
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Journal Articles
Journal:
Strategy & Leadership
Strategy & Leadership (2000) 28 (5)
Published: 01 October 2000
... to dialogue with consumers at the benefits level. This is where they are most comfortable. With this aim in mind,Ted Karger calls for a different kind of research. "Growth planning requires informational activities markedly different from what is typically asked for and provided by marketing research." Karger...
