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Marketing Research Articles Related to Business Plan Development

Marketing Research Articles Related to Business Plan Development

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10 tips for creating a great content marketing strategy

Published
April 2014
Author
Lorie Loe
Abstract
From white papers to social media, a survey of business-to-business buyers sheds light on the types of corporate-generated content that drive sales.

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

Custom store audits

Published
January 1989
Author
Al Goldsmith
Abstract
While the introduction of scanner equipment has proved useful in sales information collection, it does not provide a complete picture. This article discusses the value of custom store audits as an alternative for collecting information beyond sales data.

Empowering decision makers with focused data integration

Published
May 2015
Authors
Holly Heline Jarrell and Bitsy Bentley
Abstract
The authors offer tips for thinking about data integration and explain why communications planning is a key element of any data integration project.

Strong sense of corporate identity key to marketing success, research says

Published
April 2010
Author
Larry Ackerman
Abstract
Without knowing what that center of gravity is, marketing strategy is subject to changing customer attitudes and shifting management priorities. For a company to succeed in marketing its brand, it must first have a strong sense of identity as its foundation. Identity first - brand will follow.

Using change leadership to raise the profile of marketing research

Published
July 2015
Author
Yvette Wikstrom
Abstract
By taking steps to enable employee buy-in, marketing researchers can understand an organization's readiness for change vs. the complexity and scope of the project, enabling success when implementing a new research program.

Using the ICSAR Model to improve data use in business decisions

Published
May 2015
Author
Chris Dowsett
Abstract
Chris Dowsett explores the ICSAR Model, an open-source tool for helping organizations apply a process for building insights into their decision-making processes.