GLOBAL COMPANIES INVESTING HEAVILY IN MARKETING RESEARCH: THEIR MOTIVES AND RESULTS
DOI:
https://doi.org/10.55640/Keywords:
Marketing research, global companies, investment, artificial intelligence, Big Data, competitiveness, strategic decisions, consumer behavior, marketing technologies, return on investment (ROI)Abstract
This article analyzes investments in marketing research by large companies operating on a global scale, their main motives, and the results achieved. In today's rapidly changing and competitive market, companies are investing heavily in research to deeply understand consumer needs, strengthen brand image, effectively introduce innovative products to the market, and improve marketing strategies. Using the example of companies such as Google, Amazon, Unilever, Procter & Gamble, and Coca-Cola, the volume of budget allocated for marketing research, the modern technologies used - in particular, artificial intelligence, Big Data, user behavior analysis, and other advanced methodologies - are analyzed. Based on these studies, companies are not only strengthening their market position but also gaining significant advantages in strategic decision-making. The article also thoroughly examines the effectiveness of marketing research and return on investment (ROI). In conclusion, a conscious and systematic approach to marketing research is an important factor in ensuring a long-term competitive advantage for large companies.
References
1.Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
2.McKinsey & Company. (2020). The Future of Marketing Research in a Digital World. Retrieved from https://www.mckinsey.com
3.Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education.
4.Doyle, P. (2020). Value-based marketing: Marketing strategies for corporate growth and shareholder value (3rd ed.). Wiley.
5.Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80 (6), 97-121. https://doi.org/10.1509/jm.15.0413
6.Staton, D., & Marks, L. (2022). Evaluating ROI in digital marketing research: Challenges and best practices. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-021-00120-4
7.Zuboff, S. (2019). The age of surveillance capitalism: The struggle for a human future at the new frontier of power. PublicAffairs.
8.Rust, R. T., & Huang, M. H. (2014). The Service Revolution and the Transformation of Marketing Science. Marketing Science. pp. 33 (2), 206-221. https://doi.org/10.1287/mksc.2013.0836
9.Creswell, J. W., & Plano Clark, V. L. (2018). Designing and conducting mixed methods research (3rd ed.). SAGE Publications.
10.Bryman, A. (2016). Social Research Methods (5th ed.). Oxford University Press.
11.Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
12.Forbes. (2024). ROI analysis of top marketing spenders in 2024. Retrieved from https://www.forbes.com
13.Shankar, V., & Malthouse, E. C. (2021). Customer analytics for AI-enabled marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-020-00754-6
14.Iyengar, R., & Mayer, M. (2020). Experimental approaches to measuring advertising effectiveness. Journal of Marketing Research, 57 (4), 611-627. https://doi.org/10.1177/0022243720915462
15.Liu, B., Zhang, Y., & Chen, H. (2021). Sentimental analysis in marketing: Trends and applications. Journal of Business Research, 134, 275-284. https://doi.org/10.1016/j.jbusres.2021.05.040
16.Smith, K., & Johnson, R. (2022). Predictive analytics in product innovation: A case study of Unilever. International Journal of Market Research, 64 (1), 45-61. https://doi.org/10.2501/IJMR-2022-004
17.Hanssens, D. M., Thorpe, D., & Finkbeiner, C. (2014). Marketing ROI in the digital age. Journal of Advertising Research. https://doi.org/10.2501/JAR-54-3-255-263
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.
