New consumer marketing

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...