마아케팅管理者의 情報活用에 관한 硏究動向 = A Study of the Utilization of Research Information in Marketing Management

다국어 초록 (Multilingual Abstract)

This study stems from a desire to find out the important variables to facilitate or impede the extent of marketing information utilization in marketing management. In order to achieve the research objective, the researcher review both conceptual and empirical literature, and look at recent developments in research utilization in marketing.
The conceptual literature can be reviewed in two parts-references to motivations for research that precede the data gathering, and specific problem areas affliciting the utilization process itself. The empirical work itself has taken three main directions, One body of literature has looked at research utilization in terms of the diffusion and adoption of marketing tools, concepts, and methodologies by industry, The second main body of empirical work has looked at how marketing manager view the research function. The third one is to construct a havioral model that can be operationalized and empirically validated.
In Summary, careful analysis with hundreds of conceptual and empirical research articles have revealed that management activity in acquring and using marketing research is an amalgam of many influences. The major research result is as follow: The extent of marketing research activity by marketing manager is related to three set of variables; organizational, situational and individual.
Marketing research activity with marketing management is subject to important organizational dynamics and constrains associated with performing and using research. The organizational environment may be devided into three categories. First, the monetary commitment of the organization toward marketing research foster or impede research activity. Second, the nature of the marketing manager's interaction with the marketing research group may affect his research aetivity. The evaluation of the product manager's use of research by his immediate superior is a third variable within organization.
Beyond the organizational environment, however, there are situational aspects which shape the marketing manager's use of marketing research. First a key aspect is the various stages of the product life cycle through which it progresses from conceptual development to decline, Second, marketing research activity may be associated with the competitive situation in consumer market for particular product.
In considering the market manager as an individual, there is a third set of variables which may relate to marketing research activity. Within the manager's background, both his education and, even more likely, his experiential profile may have something to do with his research activity. Beyond this, the marketing manager's views about various aspects of marketing research and the organization may be correlated with research usage patterns.

목차 (Table of Contents)

• Ⅰ. 머릿말
• Ⅱ. 마아케팅情報시스템 運用에 관한 硏究
• Ⅲ. 마아케팅管理者의 情報活用特性에 관한 硏究
• Ⅳ. 맺음말