Theory or Research for the Marketing Decision-maker?
Keyword(s):
Marketing theorists and marketing men in business view each other with mild suspicion, neither fully recognizing that the activities of both groups are aimed at improving the decision-making process. The author of this article holds that marketing research is more useful than marketing theory in the selection of the most appropriate course of marketing action. He believes that the most fruitful opportunities for the marketing theorist are in the development of theory for improving the design of marketing research activity.