The Chairman of Pearson and HBOS has told London marketing professionals that the MR industry has failed to adequately promote the benefits of the service it offers. Lord Stevenson of Coddenham was speaking at the recent annual City Lecture of the Marketors in London.
The speaker said the industry had a job to do, persuading firms of all sizes to use MR to take the risk out of decision-making. He added that good judgement was needed to use MR results at a strategic level, implying agreement with many within the industry who say research firms should do more to help clients interpret results and convert them into strategy and action.
The address, entitled 'Reflections and prejudices of a marketing man turned company chairman' and delivered at the Gibson Hall, Bishopsgate in the last week of November, touched on a broad range of business topics, including:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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