Where is marketing research headed in the 21st century?
Marketing research and its uses within the firm are undergoing a profound shift in response to changes in technology, consumer lifestyles and the global economy, and demands for greater accountability of the marketing organisation. This paper explores the nature of these changes and
their implications for the conduct of marketing research in the future.
Keywords: big data; future; marketing research; organisational success; qualitative research
Document Type: Research Article
Publication date: February 1, 2016
- Journal of Cultural Marketing Strategy is the major new peer-reviewed, professional journal dedicated to the advancement of best practice and latest thinking in cultural marketing, incorporating multicultural and cross-cultural marketing. Guided by its Editor, Dr. Jake Beniflah, and an eminent Editorial Board consisting of leading cultural marketing experts, each biannual 100-page issue of Journal of Cultural Marketing Strategy provides in-depth, practical articles from leading professionals in the field on innovative strategies, techniques and trends, together with the latest applied research in multicultural and cross-cultural marketing and detailed analysis of how leading brands are managed in today's changing demographic and cultural climate.
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