Tomorrow's research. Brand-building, pressures on marketing, and the implications for future market research methods

Stephen King

A discussion of evolutionary changes which are affecting marketing and therefore, by implication, research.

Tomorrow's research

Brand-building, pressures on marketing, and the implications for future market research methods

Stephen King

Market research has fresh fields to conquer, as pressures on marketing companies alter the nature of brands. Two key evolutionary changes are the 'company brand', and the complex new service dimensions. But this is unfamiliar research territory, with pitfalls.

Market researchers will know better than most that, despite the abrupt slip into a new decade, life goes on more or less seamlessly. However, I think there are two major evolutionary changes in the nature of marketing that will in the end greatly affect market...

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