Oded Netzer

Guest Editorial: The Shape of Marketing Research in 2021

Coauthor(s): Anca Micu, Kim Dedeker, Ian Lewis, Robert Moran, Joseph Plummer, Joel Robinson.

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Abstract:
This guest editorial of JAR considers what the "new normal" of marketing will be and suggests that it will be the digitization of everything, the need for constant change and adaptation affected by the continuous flow of knowledge. Involving consumers in co-creation will be increasingly important, while raw data for market research has increased massively and so will require the tools and people to mine it.

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