'Shaping the future of research in marketing in emerging economies : looking ahead', January 2012, India
Date of Issue2012
College of Business (Nanyang Business School)
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.
International journal of market research
© 2012 Market Researh Society.