Purpose – The purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions. Design/methodology/approach – The paper describes approaches that can lead to the integration of marketing research with marketing decision making....

Part of ''The Review of Marketing Research'' annual series that provides articles by the marketing field's leading researchers and scholars. The series includes literature reviews, methodologies, empirical studies, trends, international developments, guidelines for implementation, and...

The Review of Marketing Research annual series provides articles by the marketing field's leading researchers and academicians. RMR publishes long chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, methodologies, empirical studies,...

Providing state-of-the-art articles by the marketing field's leading researchers and academicians, the volumes in this annual series include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the wide...

Given the focus of the special issue, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include a redefinition of the marketing researcher, the...

The Review of Marketing Research annual series provides current, state-of-the-art articles by the marketing field's leading academicians and researchers. Each volume respresents an acroos-the-board view of the full range of current marketing research methodologies

This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from...