Where is marketing research headed in the 21st century?

David W. Stewart

Journal of Cultural Marketing Strategy, 2016, vol. 1, issue 2, 189-192

Abstract: Marketing research and its uses within the firm are undergoing a profound shift in response to changes in technology, consumer lifestyles and the global economy, and demands for greater accountability of the marketing organisation. This paper explores the nature of these changes and their implications for the conduct of marketing research in the future.

Keywords: marketing research; future; big data; qualitative research; organisational success (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2016:v:1:i:2:p:189-192

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