Marketing research involves expensesometimes considerable expense. Why does the text recommend the use of marketing research even

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Marketing research involves expense—sometimes considerable expense. Why does the text recommend the use of marketing research even though a highly experienced marketing executive is available?
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Basic Marketing A Marketing Strategy Planning Approach

ISBN: 978-0078028984

19th edition

Authors: William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy

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