New Consumer Marketing
The implications for market research
Susan BakerandPeter MounceyCranfield School of Management
INTRODUCTION
This paper seeks to advance the debate concerning the future of market research. First, it describes the changing marketing landscape and depicts the revised model of marketing that has consequently emerged as the focus of marketing activity has moved from completing transactions to building relationships. The role of IT in this process is discussed. This then forms the context for discussing the extent to which the implications of this trend have been identified and addressed by the market research industry. The paper...