We imagine in the definition "marketing research" a handed down combination of market-, opinion-, and social research.
Within the strategic corporate planning the analysis, development and synchronisation of marketing-strategies constitutes one of the most important columns.
Often in enterprises, the synchronisation of marketing and further corporate strategies, in particular the sales strategy, is disregarded.
This implicates that the politic of communication agrees only insufficiently with the sales statements. The result is an undifferentiated image of the enterprise, distorting the position and the limit in and to the competition.