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- Title
The Client over the Years.
- Authors
Roper, Elmo
- Abstract
At first, it was characteristically the company president who was the chief user of research. Then came growing pains during the rise of research departments. Now, a fruitful synthesis appears to be emerging, although problems of communication introduced by middlemen between researcher and executive have not yet been completely overcome. It would be difficult to contend that, on the whole, the relationship between marketing consultants and clients has improved over the years, unless one wanted to weigh heavily the fact that there are lots more clients now than there were. The first two clients of the firm of Cherington, Roper and Wood were Stone and Webster Inc., and Engineers Public Service. The relationship with Stone and Webster turned out to be largely an interim affair, since it soon became perfectly obvious that it was for their utility holding company that one could be most useful. One characteristic of the dealings with this firm was that enthusiasm for what was there to offer tended to decrease as one went down the organization chart of the client.
- Subjects
MARKETING consultants; CLIENTS; COMMUNICATION in management; INTERPERSONAL relations; HOLDING companies; ORGANIZATION charts; BUSINESS
- Publication
Public Opinion Quarterly, 1957, Vol 21, Issue 1, p28
- ISSN
0033-362X
- Publication type
Article
- DOI
10.1086/266683