The evolution of marketing research [Summary]

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Date
2014
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Journal ISSN
Volume Title
Publisher
Virginia Tech
Abstract

The purpose of this study is to provide a domain statement for hospitality marketing research. The objectives of the study are to analyze the evolution of hospitality marketing research over the past 25 years, determine how the research paradigms changed over time in hospitality marketing relative to mainstream marketing and provide scholars with suggestions for developing and managing a marketing research agenda. The findings of this study help not only scholars involved in marketing research but also hospitality scholars across all disciplines.

Description
Keywords
Marketing, Qualitative research, Service, Research, Hospitality sales, Quantitative research
Citation