New trends in innovation and customer relationship management: a challenge for market researchers

Stan Maklan, Simon Knox and Lynette Ryals

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps).
  

New trends in innovation and customer relationship management: a challenge for market researchers

Stan Maklan, Simon Knox and Lynette RyalsCranfield University School of Management

THE PARTICIPATORY TREND

It is becoming harder to decipher the modern...

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