Marketing management and marketing research

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

This article describes elements of the author's long career as a marketing researcher and professor of marketing, giving examples from his experience studying marketplace issues for many organisations and researching the nature of marketing. He cites the value of a broad educational background and the benefits of working with managers on a diversity of practical problems. As a practitioner and an advocate of the use of qualitative methods of research, he notes specific instances of their application to the concerns of managers. He sums up the awareness he gained about marketing management and the use of marketing research. He tells how he drew from that experience to make contributions about the role of marketing in society and the study of consumers in the theory and literature of the field.

Original languageEnglish (US)
Pages (from-to)8-13
Number of pages6
JournalJournal of Marketing Management
Volume28
Issue number1-2
DOIs
StatePublished - Feb 1 2012

Keywords

  • management
  • marketing
  • research

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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