Guest Editorial The Shape of Marketing Research in 2021
Anca Cristina Micu
Sacred Hearth University
Kim Dedeker
Kantar
Ian Lewis
Cambiar LLC
Robert Moran
StrategyOne
Oded Netzer
Columbia Business School
Joseph Plummer
Columbia Business School
Joel Rubinson
Rubinson Partners
INTRODUCTIONIt is year 2011. A chief marketing officer (CMO) sits at his desk very early one morning. His consumer insights team’s deck from a presentation the previous night still is in front of him. The CMO leans back in his chair, takes his glasses off, starts wiping them thoroughly, and dives deep into thought.
It’s humbling when I think back...