The Death of Marketing: What Now For Market Research?

Argues that `marketing' is changing radically: we are moving out of the `Marketing Age' into the `Creative Age'.

The death of marketing: what now for market research?

Mark Earls  St. Luke's

INTRODUCTION

Marketing has been the dominant organisational principle of business for nearly half a century. The two big ideas of the 'Marketing Age' have enraptured the market research industry and shaped much of our thinking and praxis.

However, we believe that the nature and scale of the changes observed over the last ten years have created other more important imperatives for business: ideas and invention. 'Customerorientation' and the 'brand' have become distracting and sometimes even downright unhelpful (hence, 'The Death of Marketing')....

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