From market analysis to marketing automation – 100 years of market and marketing research development

The aim of the article is to show, on the basis of literature sources, the evolution of market analysis, market research and marketing research, used in the field of enterprise marketing management. For many years of research, experimentation and innovation, researchers have had many methodologies, techniques and tools at their disposal. Currently, many methodologies have moved to the Internet. However, the first scientific publications on market analysis did not appear until the 1920s. According to the author of this article, a valuable example to discuss is Percival White's publication Market Analysis. Its Principles and Methods over a hundred years ago. This time distance shows the scale of scientific achievements, the development of knowledge about market and marketing research, which constitute a solid foundation for contemporary knowledge in this area. As with any discipline, understanding the origins, patterns and natural development of thought in market and marketing research is a prerequisite for understanding its role in modern business models or marketing strategies supported by automation and Internet techniques. The research method used in this paper is a literature review in the area of market analysis and marketing research. This article presents a timeline of the evolution of market and marketing research that allows you to understand the origins of the research methodology and technique we rely on in the third decade of the 21st century. Understanding the context of contemporary research is therefore complex. Currently, with statistical applications, marketing automation, dozens of tools and methodologies at their disposal, scientific institutions, market research agencies draw on a large ecosystem of methodologies and tools to provide a much more comprehensive picture of the market, competition and customers.

Bibliografia/References

 

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Źródła internetowe/Internet sources

https://archive.org/details/marketanalysisit00whit/page/n11/mode/2up?view=theater

https://www.askattest.com

https://www.hillschmidt.de/gbr/analog.htm