MARKETING RESEARCH AMONG COMPANIES IN POLLOG REGION
MARKETING RESEARCH AMONG COMPANIES IN POLLOG REGION

Summary/Abstract: Marketing research in general and market research in particular have proven as a key factor in gaining and maintaining success in today’s business environment. This process is of immense importance, since it serves as a connecting bridge between the marketer that is the company on one side and the customers and end users on the other side. Thus, the information gathered via marketing research provides insides as to the customer’s needs and wants as well as helps in defining new market opportunities. On the other side it also supports company flexibility and makes addressing customer needs and wants easier. The very fact that marketing research emphasizes the need for a company to be proactive when it comes to identifying new opportunities and seizing them makes marketing research even more important nowadays. But, it should also be noted that successful marketing research is not a sole guarantee of company success since it only results in finding new opportunities and identifying market changes and challenges, but the rest in terms of reacting and seizing the moment depends on a broader variety of factors all leading to managers and managerial styles and capabilities. The paper is not focused on literature review, but rather on determining the level of implementation of marketing research techniques and models by companies in Pollog region, as well as determining the key challenges they are being faced with in an attempt to provide clear recommendations that might give a boost to marketing research among companies in this region.

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