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DOI: 10.1177/002224297904300102

The Effectiveness Of Marketing's “R&D” For Marketing Management: An Assessment

John G. Myers, Stephen A. Greyser, William F. Massy

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This article presents some of the highlights and recommendations of the Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, the article provides an overall assessment and some specific recommendations.