New consumer marketing

Date of publication: September 22, 2002


This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to building relationships. This forms the context for discussing the extent to which the implications of this trend have been identified and addressed by the market research industry. The paper concludes by proposing nine rules to guide thought and action in this new marketing landscape.

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