Alberto Mattiacci

The New Life of Marketing Research. The Insight Imperative. Introduction

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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.

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