An integrative approach of the marketing research and benchmarking

Lucian Blaga University of Sibiu, Engineering Faculty, Industrial Engineering and Management Department, 4 Emil Cioran St, 550025 Sibiu, Romania

^* Corresponding author: gina.moraru@ulbsibiu.ro

Abstract

The accuracy of the manager’s actions in a firm depends, among other things, on the accuracy of his/her information about all processes. At this issue, developing a marketing research is essential, because it provides information that represents the current situation in organization and on the market. Although specialists devote the marketing research exclusively to the organizational marketing function, practice has shown that it can be used in any other function of the company: production, finance, human resources, research and development. Firstly, the paper presents the opportunities to use the marketing research as a management tool in various stages of creative thinking. Secondly, based on a study made from secondary sources of economic literature, the paper draws a parallel between marketing research and benchmarking. Finally, the paper shows that creative benchmarking closes the management - marketing - creativity circle for the benefit of the organization and community.