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...
