A New Business Model Of Marketing Research

Elitsa Uzunova ()

Business & Management Compass, 2015, issue 1, 32-42

Abstract: The global economy is currently marked by high level of uncertainty, risks, intensive competition, constantly growing information streams and dynamic technological development. These tendencies shape what marketing is today and highlight its importance for the survival of business organisations. Employing a theoretical analysis, this article tracks the evolution of marketing research’s business model on the intersection between changed clients’ and consumers’ expectations, as well as essential change in research methodology. Marketing research professionals are now expected to use agile instruments to master the vast data flows in order to foresee market tendencies and provide tangible solutions to clients’ problems.

Keywords: marketing; methodology; technology; interactivity (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:journl:y:2015:i:1:p:32-42

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