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- Title
The Role of Marketing Research in Public Policy Decision Making.
- Authors
Wilkie, William L.; Gardner, David M.
- Abstract
As recent developments attest, public policy makers will continue to make decisions involving consumer behavior whether or not research evidence is available. If these decisions are to be based on adequate research, the marketer must recognize and respond to the needs of the public policy maker and the weaknesses of present research. The authors draw on their recent experience as marketing consultants to the FTC to provide insights into the present situation. INSET: MARKETING MEMO.
- Subjects
UNITED States; MARKETING research; POLICY science research; DECISION making; CONSUMER behavior research; MARKETING consultants; MARKETING management; COMPETITION; CORRECTIVE advertising; UNITED States. Federal Trade Commission
- Publication
Journal of Marketing, 1974, Vol 38, Issue 1, p38
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250165