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Book chapters (1999), Rethinking Marketing. Towards Critical Marketing Accountings, SAGE Publications, pp. 245-261

Research in Marketing: Some Trends, Some Recommendations

This chapter outlines some key trends in marketing research and their implications for the future. Three main changes, in the last 10 years, have been: (1) a more realistic view of consumers and markets, (2) more focus on real problems, and (3) a broader conception of marketing research.

LAURENT, G. and PRAS, B. (1999). Research in Marketing: Some Trends, Some Recommendations. In: Rethinking Marketing. Towards Critical Marketing Accountings. 1st ed. SAGE Publications, pp. 245-261.