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The role of marketing information in strategic planning in the 1950s was significant. The A4 Motor Company saw an opportunity to introduce a new car but did not conduct much marketing research. Despite the increase in market share for middle-priced cars, the company decided to launch the Edsel car to compete with Mercury and General Motors. The lack of marketing research and strategic planning led to poor sales and failure of the Edsel car. Forward-thinking marketing research in the late 1950s highlighted the shift in consumer demographics, but top management did not act on this information promptly.