Edited by Naresh K. Malhotra, this volume of Review of Marketing Research delivers a high powered range of articles from leading researchers and universities. The issue provides insights of interest to marketers throughout the discipline. Topics covered include a critical review on consumer experience and experimental marketing, designing and pricing digital content products/ services and nation equity. Authors include senior Chaired professors from such prestigious institutions as Wharton and Columbia. This volume adds to the already formidable body of knowledge built up by this highly respected book series.
We highlight the current state-of-the-art and identify trends that are likely to shape the role of marketing research in the future. We discuss the growing importance of marketing research and some of the factors that are driving its importance. The redefinition of the marketing researcher and the line of demarcation between marketing research and marketing management, and thus the distinction between marketing researchers and marketing managers, that is becoming thinner and thinner, is described. The sheer availability of secondary data is driving their importance. In a paradigm shift, more and more marketing research is and will be undertaken as part of normal on-going business operations, rather than in response to specific marketing problems or opportunities.
The purpose of this paper is to make some observations on the current state of the art in the topics covered in the marketing research track and to summarize the track. Some directions for future research in these areas are also identified. 153554b96e