Creating comparative advantage through marketing research companies

Miceski, Trajko and Pasovska, Silvana (2013) Creating comparative advantage through marketing research companies. Bulletin of Tobacco science and profession, 63 (7-12). pp. 72-77. ISSN 0494-3244

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Marketing researching is a systematic and objective approach to development and information supply, making decision in the process of marketing management. This process includes the system, objectivity, awareness and rationality in making decisions. In fact, the marketing researching includes systematic planning, analysis, data and findings reporting for the specific marketing situation facing a specific company.The marketing managers are responsible to make decisions on the base of the marketing researching information, whereby the managers and marketing researchers is necessary to be creative, good planners, implementers and auditors. In marketing researching that significantly affects competitive advantage of the companies especially should be observe the phases of the process starting with problem definition and objectives, researching project, data sources, forms and method for data collection, method of sample, processing and data analysis and research report. Such separation in of the phases in the researching process allowstonoticethe distinction between the problem and opportunity. According the importance of marketing research there is no dilemma about its application. The time and resources spent on marketing research is a good investment which contributes for right decisions. The consequences of making inappropriate decisions based on intuition are larger and long-term than the costs made during the researching process. So entrepreneurs have to pay for the mistakes they have made, also for the marketing research for the market which can help to avoid such mistakes.

Item Type: Article
Uncontrolled Keywords: marketing research, competition, competitive strategy, market follower, market orientation
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Scientific Tobacco Institute
Depositing User: Ms Biljana Jordanoska
Date Deposited: 06 Oct 2016 14:09
Last Modified: 06 Oct 2016 14:09

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