Marrying Market Research and Virtual Reality. Implications for Consumer Research.
Stephen P Needel MarketWare Corporation, United StatesPART I - THE MARKETING REVOLUTION
1. Introduction
Marketing is experiencing a revolution in the 1990s, not just in the United States but around the world. There are three pieces to this revolution: retailer predominance, and category management, and consumer intelligence.
1.1 Retailer Predominance
There has been a shift in the balance of power between the retailer and the manufacturer. Retailers are growing stronger, recognizing their ability to be marketers rather than merely a distribution channel. This period of self-enlightenment has enormous...