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Discuss a recent concept in marketing research

A recent concept in marketing research which must be considered by the analyst in formulating a survey is the idea of...

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In researching recent concepts, I think I might have found something of interest. There are actually several new concepts in this summary of an article published in 2004.

The concept is that an asset not recorded on balance sheets of companies is the value of the customer. If that asset were quantified, it would increase the stockholders' equity of companies and could then be used in marketing concepts to presumably gather more customers and/or retention of existing ones.

It's esoteric but interesting and ...

Solution Summary

The student wanted a fresh idea in marketing research: I found an article which discusses the increasingly apparent idea that the financial value of a firm depends on off-balance-sheet intangible assets. The article is cited and worth reading.