The Effectiveness of Marketing's “R&D” for Marketing Management: An Assessment
Open Access
- 1 January 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 43 (1) , 17-29
- https://doi.org/10.1177/002224297904300102
Abstract
This article presents some of the highlights and recommendations of the Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, the article provides an overall assessment and some specific recommendations.Keywords
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