By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-724680.mp3
Memphis, TN – If bosses don't know the answers, or if they don't trust the answers given to them on a new product or concept, they will initiate costly research studies. Even in the case of a new initiative, existing research on a previous project might contain the answers you need to know.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of a hundred-and-ten two-minute business principles - go to johnmalmo.com.