Professor of Business Administration, Harvard Business School

Executive Director, Marketing Science Institute

Abstract:

This paper reported the assessment results of a commission of AMA Educators Division in study of effectiveness of the past marketing research and development.

Several changes in the marketing practice were identified: emphasis of the marketing practice shifted from "selling" of products to satisfaction of consumer wants; marketing became a vital business function; marketing research function evolved from a purely data-gathering function to complex decision model and market information system; and marketing principles were applied to non-profit organization. Computer and television were two technological innovations facilitating the capability of researchers and marketing managers. Consumerism and role of government were considered as major environmental factors affecting marketing management over the 25 years research period.

Three observations in assessment were reported: 1) marketing knowledge generation was inefficient - there was waste in terms of false starts, blind alleys and so forth; 2) marketing research had been increased in quality and quantity over the 25 years of study period; and 3) the theory and modeling had relatively little impact on improving marketing management practice.

The authors proposed five recommendations: 1) more support should be provided for basic and "problem-oriented" research in marketing; 2) publish non-technical reviews more frequently; 3) major companies should encourage exploration of and experiment with new research ideas and techniques; 4) company data should be shared with academic and professional researchers; 5) communication among academic, professional researchers and practicing managers should be improved.  

Publications:

Title: When an executive defects

Author: Sharma-Anurag; Kesner-Idalene-F; Coleman-Kenneth-L; Greyser-Stephen-A; et-al

Source: Harvard-Business-Review. Jan/Feb 1997; v75n1, pp. 18-34

Title: Consumer research and the public policy process-then and now

Author: Greyser-Stephen-A

Source: Journal-of-Public-Policy-and-Marketing. Spring 1997; v16n1, pp. 137-138

TITLE: Executives' Attitudes toward Advertising Regulation: A Survey

Author(S): Reece,-Bonnie-B.; Greyser,-Stephen-A.

Source: Murphy,-Patrick-E.; Wilkie,-William-L., eds. Marketing and advertising regulation: The Federal Trade Commission in the 1990s. Notre Dame and London: University of Notre Dame Press, 1990, pages 255-62.

Title: Packaged Goods Marketing -"Pull" Companies Look to Improved "Push"

Author: Kopp-Robert-J; Greyser-Stephen-A

Source: Journal-of-Consumer-Marketing. Spring 1987; v4n2, pp. 13-22

Title: Research-Management Partnership Proves Best

Author: Greyser-Stephen-A

Source: Advertising-Age. Nov 14, 1985; v56n89, p. 34

Title: Follow 11 Guidelines to Strategically Manage Co-op Advertising Program

Author: Greyser-Stephen-A; Young-Robert-F

Source: Marketing-News. Sep 16, 1983; v17n19(Section 1), p. 5

Title: Guidelines for Getting the Most Out of Co-op

Author: Young-Robert-F; Greyser-Stephen-A

Source: Sales-and-Marketing-Management. May 16, 1983; v130n7, pp. 92,94

Title: The Maturing of ConsumerismAuthor: Bloom-Paul-N; Greyser-Stephen-A

Source: Harvard-Business-Review. Nov/Dec 1981; v59n6, pp. 130-139

Title: Changing Roles for Public Relations

Author: Greyser-Stephen-A

Source: Public-Relations-Journal. Jan 1981; v37n1, 18-19,22-25

Title: The Effectiveness of Marketing's "R&D" for Marketing Management: An Assessment

Author: Myers-John-G; Greyser-Stephen-A; Massy-William-F

Source: Journal-of-Marketing. Jan. 1979; v43n1, 17-29

Title: How the American public vies consumerism

Author: Greyser-Stephen-A

Source: Advertising-Quarterly. Winter 1977/78; n54, 28-34

Title: Consumer Views of Redress Needs

Author: Diener-Betty-J; Greyser-Stephen-A

Source: Journal-of-Marketing. Oct. 1978; v42n4, 21-27

Title: The business of managing the arts

Author: Raymond-Thomas-J-C; Greyser-Stephen-A

Source: Harvard-Business-Review. July-August 1978; v56n4, 123-132  

Title: Academic Research Marketing Managers Can Use

Author: Greyser-Stephen-A

Source: Journal-of-Advertising-Research. April 1978; v18n2, 9-14

Title: Consumerism And Advertising - A U.S. Management Perspective

Author: Greyser-Stephen-A; Diamond-Steve

Source: Advertising-Quarterly. Spring 1976; N47, 5-8

Title: business is adapting to consumerism

Author: Greyser-Stephen-A; Diamond-Stephen-L

Source: Harvard-Business-Review. Sep-Oct 1974; V52n5, 38-48,52

Title: Marketing And The Future - The Response To Consumerism

Author: Greyser-Stephen-A

Source: Advertising-Quarterly. Autumn 1974; N41, 26-29

Title: Irritation In Advertising

Author: Greyser-Stephen

Source: Journal-Of-Advertising-Research. Feb 73; V 13 N 1, 3-10

Title: Advertising - Attacks And CountersAuthor: Greyser-Stephen-A

Source: Harvard-Business-Review. Mar/Apr 72; V50n2, 22-28, 140-46

TITLE: Businessmen Look Hard at Advertising

Author(S): Greyser,-Stephen-A.; Reece,-Bonnie-B.

Source: Harvard-Business-Review; 49(3), May-June 1971, pages 18-26; 157-66.