MATEC Web Conf.
Volume 121, 20178th International Conference on Manufacturing Science and Education – MSE 2017 “Trends in New Industrial Revolution”
|Number of page(s)||6|
|Section||Management and Economic Engineering|
|Published online||09 August 2017|
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: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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