Autore
Mattiacci, Alberto

Titolo
The New Life of Marketing Research. The Insight Imperative. Introduction
Periodico
Micro & macro marketing
Anno: 2021 - Volume: 90 - Fascicolo: 3 - Pagina iniziale: 511 - Pagina finale: 516

Marketing Management practice is a method built on science and technology (Mattiacci and Pastore, 2021). Its paradigm draws on many areas of human knowledge: the social and human sciences and, more recently, the computational ones. Either as a discipline or as a practice, Marketing Management contracted a special debt towards modern scientific thoughts and research (Malhotra, 2019; Kumar, 2015), which are its principles and the methodological framework of social research, that have made it possible to build the «Marketing Research» field.



SICI: 1121-4228(2021)90:3<511:TNLOMR>2.0.ZU;2-L
Testo completo: https://www.rivisteweb.it/download/article/10.1431/102502
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/102502

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