'Shaping the future of research in marketing in emerging economies : looking ahead', January 2012, India
This paper combines both the academic and the practitioner perspectives to highlight several emerging issues and trends that are shaping the role of marketing research. They were addressed at a session at the Shaping the Future of Research in Marketing Economies conference. Marketing researchers are...
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| Format: | Journal Article |
| Language: | English |
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2015
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| Online Access: | https://hdl.handle.net/10356/107350 http://hdl.handle.net/10220/25521 https://www.mrs.org.uk/ijmr_article/article/96946 |
| Summary: | This paper combines both the academic and the practitioner perspectives to highlight several emerging issues and trends that are shaping the role of marketing research. They were addressed at a session at the Shaping the Future of Research in Marketing Economies conference. Marketing researchers are exhorted to harness these trends to greatly enhance the value of marketing research and earn a place at the table where managers make decisions. |
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