Illusions of marketing planners

The article highlights the risks of using self-evaluation as a substitute f or primary and secondary market research when designing and monitoring mark eting programs. Included is a study of 110 management teams that suggests i nternally dominated marketing analysis may breed illusory evaluations of a company's own marketing programs versus competitors. If acted upon, such il lusions could lead to oversights in developing marketing offerings. The ove rriding potential implication of the study addresses the allocation of a co mpany's substantial marketing assets-most notably, the risks of bypassing s econdary market data and primary market research when developing and evalua ting marketing programs. (C) 2001 John Wiley & Sons, Inc.