The world operates in the marketing has changed fundamentally. Has held marketing research and practice? The answer, says the author, is no. The focus of the current problems is a severance of academic rigor by persons relevance. Through the maturation as a discipline over the past half century marketing science has emerged in science as a rigorous field. Conjoint analysis, econometric models, techniques derived from mathematical psychology, and many other tools and approaches … Read more »

The world operates in the marketing has changed fundamentally. Has held marketing research and practice? The answer, says the author, is no. The focus of the current problems is a severance of academic rigor by persons relevance. Through the maturation as a discipline over the past half century marketing science has emerged in science as a rigorous field. Conjoint analysis, econometric models, techniques derived from mathematical psychology, and many other tools and approaches have revolutionized their practice. But many of the most rigorous tools were developed in response to old problems years ago. And managers and organizations increasingly find these tools irrelevant to the new challenges they face. As business practitioners take approaches that seem real and their current marketing problems, but who lack the academic rigor of established methods. Now, the author argues, we need to rethink and transform the field of marketing thus balancing rigor and relevance. He details seven strategies that would help to achieve this goal: bridge the disciplinary silos. Shift from traditional management network orchestration. Change the focus of customer relationship management (CRM) to customer managed relationships (CMR). Change of company-branded products to meet customer-branded solutions. With analysis and metrics as the glue. Take the adaptive experimentation philosophy for all of your activities and strive for empirical generalizations. And challenge (and change) your mental models. And how to pursue these strategies? In a collaboration between the two practitioners and academic researchers, says the author. (Editor’s note:. This article is from a paper presented to the author, as he recognizes the MIT in 2007 Buck Weaver Award, the people, the important contributions to the advancement of theory and practice in marketing science made accepted excerpt)
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Yoram (Jerry) Wind
Source: MIT Sloan Management Review
10 pages.
Release Date: 1 July 2008. Prod #: SMR283-PDF-ENG
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