Learning from giants - exploring, classifying and analysing existing knowledge on market research

The paper presented here is an abridged and adapted version of an article by Pierre Berthon, Agnes Nairn and Arthur Money which appeared in Marketing Education Review, 13, 2 (Summer) 2003.
  

Learning from giants – exploring, classifying and analysing existing knowledge on market research

Agnes NairnEM Lyon

Pierre BerthonBentley College

Arthur MoneyHenley Management College

Centuries of wisdom agree that the human race is more likely to advance its thinking if it builds on what has gone before. Yet too many market research papers simply present empirical data with scant reference for how the findings advance our existing body of knowledge.

Practitioners may justifiably argue that clients don't want reams of academic justification but need sound, succinct analysis of current data to help them make better marketing...

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