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| Author: | Littler, D. Tynan, C. |
| Title: | Where are we and where are we going? The status and future of research in marketing |
| Journal: | European Journal of Marketing
2005 : VOL. 39:3-4, p.261-271 |
| Index terms: | Education Market research |
| Freeterms: | Educational development Commentary |
| Language: | eng |
| Abstract: | The article investigates the current position of market area studies. It also looks at the range of supply and demand factors affecting the quality and volume of research in marketing. The article argues that there is a range of extrinsic factors that affect in some way how research in marketing is undertaken, how it is perceived more widely and the form of its is output. Research in marketing also has its own internal drivers that reflect in particular the current position of its knowledge base, and the manner in which those engaged in research perceive research potential. On the basis of the analysis the article suggests some practical means of enhancing in research marketing. |
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