New consumer marketing

Peter Mouncey and Susan Baker

This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to building relationships.

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...

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