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| Author: | Micu, A.C. (et. al) |
| Title: | Guest editorial: The shape of marketing research in 2021 |
| Journal: | Journal of Advertising Research
2011 : MAR, VOL. 51:1, p. 213-221 |
| Index terms: | management marketing research marketing management digital technology technological innovation industrial development |
| Freeterms: | mass media |
| Language: | eng |
| Abstract: | The author provides opinions on marketing research and marketing research management. The effect of technological innovations such as digital media on marketing are said to require continuous accommodation in marketing research, especially as the amount of information available to researchers is predicted to grow exponentially, emphasizing the role of analysis of data and coordination of information. |
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