Macromarketing Applications, Part II

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Macromarketing Applications, Part II: Marketing versus Consumer Research by Morris B. Holbrook explores the evolving relationship between marketing strategies and consumer research. This book critically examines how marketing practices often clash with consumer research methodologies, especially in understanding the real needs and behaviors of consumers. Holbrook analyzes the tension between marketing's focus on persuasion and consumer research's goal of understanding and reflecting consumer desires and experiences.

Holbrook discusses how this gap can lead to misalignment between marketing messages and consumer perceptions, and offers insights into bridging this divide. By applying practical examples and case studies, the book reveals how marketers can utilize consumer research more effectively to create campaigns that resonate with real consumer needs while maintaining ethical standards.

This book is essential for marketers, researchers, and business professionals who aim to integrate consumer research into their marketing strategies and improve their understanding of how consumers truly think, feel, and act. Holbrook provides invaluable tools to make marketing more aligned with consumer insights.