Neil Holbert has been working in marketing research since the 1950s, when he earned his B.A. and M.B.A from Columbia University and his Ph.D. from New York University. He has been a consultant for Forbes Research, Grey Advertising, Phillip Morris, and Metropolitan Life. He has taught in ten countries worldwide, including Singapore. He has written several books, including Research in the Twilight Zone and Business Strategy: An Asia Pacific Focus . His writings and research focus on many subjects, including segmentation, branding, global issues, and marketing strategy.
Advertising Research is one in a series of monographs produced in part by the American Marketing Association focusing on various facets of marketing research. Distinguished consultant and advertising researcher, Neil Holbert, has contributed his keen insight and experience into this study of the advertising research process. The topics of discussion include:
- The multiple reasons behind the ongoing discussions and debates over the nature of advertising research;
- A comprehensive overview of the advertising research process, including a framework of progressive degrees of involvement; and
- An analysis of the obstacles, challenges, and trends defining the research process.
Advertising Research provides a concise yet thorough coverage of research techniques and issues, with the ultimate goal of fostering a greater understanding of its value as a facet of marketing. This monograph is geared towards the primary users of research, the marketing executive. It should be of great use as well to marketing managers hoping to improve their understanding and evaluation of advertising research.