The purpose of the paper is to provide a historical evolution of data driven marketing and suggest next frontiers of research opportunities as a consequence of digital tsunami as well as ...affordability and accessibility to conduct databased research. Earlier, techniques were in search of data but in the future data will be in search of techniques, especially in the era of social media such as Twitter, Facebook, YouTube, What’s App, and Instagram.
Qualitative research is a way to analyze situations of consumer behavior. Usually, the goal is to capture richness of detail, complexity, and a sense of the wholeness of the phenomena of interest. ...Unlike the common conduct of laboratory experiment studies that observe a single variable or the interaction of two or a few variables, through the use of qualitative approaches one may study the subtleties of language, explore contradictions, generate hypotheses, and clothe statistical findings. Under the heading, Intègraphy, this paper describes three studies that show how information and insight may be derived from such fuller, richer inquiries. The studies highlight the necessary role of introspection.
Globalisation of marketing strategy is attractive to international marketers because it offers the opportunity for large scale economies in marketing and production. Yet, experts disagree markedly as ...to the extent to which a global strategy can be implemented in specific situations. This paper introduces some elements of objectivity into the choice between globalisation and individualisalion by evaluating five elements; the environment, market characteristics, the product, cost and financial factors, and the internal corporate environment. Although the decision on globalisation will always be fairly subjective, a careful attempt to weigh various factors will add elements of reason to the decision.
