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| Tekijä: | Malhotra, N. |
| Otsikko: | Marketing research: a state-of-the-art review and directions for the twenty-first century |
| Lehti: | Journal of the Academy of Marketing Science
1999 : SPRING, VOL. 27:2, p. 160-183 |
| Asiasana: | MARKETING RESEARCH FUTURE |
| Kieli: | eng |
| Tiivistelmä: | This article provides observations on the state of the art in marketing research during 1987-1997. As such, it updates the earlier state-of-the-art review by Malhotra (1988). The primary thrust of articles published in the Journal of Marketing Research during 1987-1997 is reviewed to determine important areas of research. In each of these areas, the authors summarize recent developments, highlight the state of the art, offer some crucial observations and identify directions for future research. |
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