Výskum s vzdelávanie v ére „nového marketingu“
RESEARCH AND EDUCATION IN THE „NEW MARKETING ERA“

Summary/Abstract: The paper aimed at problems in marketing research and marketing curricula deve-lopment, especially as a result of information technologies progress. Four areas have been stressed: • implications of the shift towards database marketing • consequences of the changes in the nature and methods of marketing research • links between relationship marketing, one-to-one marketing and CRM concept • social responsibility of the „new marketing era“.It has focused on new development trends in assessing and implementing marketing data within the strategic and tactical marketing concepts. Data driven marketing requires from marketing education to equip graduates with serious skills in data mining, quantita-tive research methods and statistics. However, this cannot be understood as a substitute for understanding the insight processes and the value systems.On the other hand, „old fashioned“ understanding of customers, in the sense of un-derstanding the behavioural underpinning and the value and nature of qualitative re-search is extremely important in providing marketers with the substantive skills that should again help to dispel the development of the core of marketing theory.An additional problem is that there is sometimes a tendency to measure what is easy to measure, rather than what is insightful, for example measures of customer satisfaction, or customer loyalty. The root of the problem seems to be little evidence of consideration by marketing managers as to the complexity and multifaceted nature of many marketing phenomena and hence not clear vision of what should be researched.We explore the nature of strategic marketing in terms of a more expansive domain. The development of networks, partnerships, alliances etc. requires broader marketing curricula and marketing research that go beyond the traditional marketing knowledge and isolated marketing function. The shift of power to customers has created the need of deep knowledge in organisa-tional behaviour and implications of being „managed by customers“ rather than manag-ing customers.This paper, it must be emphasised, does not claim to be the last word on present marketing curricula. Nevertheless, it does try to raise a number of significant topics, which warrant carefull consideration – especially in these times of new millenium.Hardly someone would not accept the contention that marketing is essencially an applied discipline and therefore borrowing from and searching for methods in other dis-ciplines (such as sociology, psychology, semiotics, statistics, etc.) can not be avoided. On the other hand – if the discipline has to move forward – it has to look for appropriate application of these methods and complexity in delivering solutions.Marketing should consist of a process of activities that leads to the delivery of supe-rior value to the customer. From this point of view a change in traditional understanding of 4P’s/marketing communications driven marketing departments can be advocated.

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