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Introduction By Guest Editor

The State-of-the-Art in Marketing Research

Georgia Institute of Technology

Marketing research is a rapidly growing field. It is developing an interdisciplinary posture. Scholars from several disciplines contribute to as well as look to the marketing research literature for advances in research methodology. Over the last few years, new developments have taken place in several areas of marketing research. Hence, this special issue on the state-of-the-art in marketing research is very timely and appropriate. This volume brings together significant contributions which describe, analyze, synthesize and evaluate current developments as well as provide proactive directions for future research in several important areas. In particular, attention is focused on six issues, which provide the motivation and stimulation for this special issue.

Journal of the Academy of Marketing Science, Vol. 16, No. 1, 1-3 (1988)
DOI: 10.1177/009207038801600101


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