Problem Definition in Marketing is one in a series of monographs produced by the American Marketing Association to further the advancement of science in marketing. The authors, distinguished Professors William B. Locander and A. Benton Cocanougher of the University of Houston, have created a concise and highly accessible text addressing the frequently complex task of problem definition for marketing researchers. A few highlighted topics of discussion include:
- A comprehensive overview of the problem definition process;
- Specific criteria for problem recognition; and,
- Clarification of the roles of management and researchers.
Through this thorough analysis of the problem definition process, the authors have provided an invaluable guide to the early stages of decision making. This step-by-step framework will prove highly illuminating and useful for marketing researchers and practitioners, as well as students and scholars of marketing.