Overview

This volume offers a comprehensive and structured exploration of marketing research within the broader context of the marketing intelligence system. It examines the role of research as a critical component in building marketing knowledge, supporting strategic and operational decisions, and contributing to sustainable competitive advantage. The authors integrate theoretical foundations with practical applications, guiding the reader through the complexities of research design, data collection, and the interpretation of market phenomena. With attention to both traditional methodologies and the evolving landscape shaped by digital technologies, Marketing Research provides a multidisciplinary framework grounded in the social sciences, combining rigor with managerial relevance. Intended for students, scholars, and practitioners, the book serves as both an instructional resource and a reflective guide on the epistemological, methodological, and organizational dimensions of marketing research.

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9791281627710

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Author Information

Gabriele Troilo is Associate Professor at the Department of Marketing at Bocconi University. Since 1990, he has been a faculty member of SDA Bocconi in the Marketing Area. Luca Molteni is an Assistant Professor at the Department of Decision Sciences at Università Bocconi. Since January 2017 he has been the Department of Decision Science Liaison Officer at SDA Bocconi School of Management.

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