Tomorrow’s research: full circle into the future

Judie Lannon and Merry Baskin

This paper draws on the work of Stephen King, and particularly his perceptive analysis pf the role and value of research, and how it needed to evolve and adapt to stay current with the remarkable social, commercial, and technological changes happening at such speed in the latter half of the 20th Century.

Tomorrow's research: full circle into the future

Judie LannonMarket Leader

Merry BaskinBaskin Shark

INTRODUCTION

The idea for writing this paper for the conference to celebrate 50 years of the MRS came from our preparations to publish a collection of Stephen King's writings, who sadly passed away in February 2006. Stephen wrote comprehensively, insightfully and with great prescience about marketing communication strategy and planning, market research practice and advertising theory over a 30 year period which have influenced advertising people around the world. We felt it would be criminal not to ensure that this body of work was revived...

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