From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition

Don Edward Schultz, Edward Carl Malthouse, Doreen Pick

Research output: Chapter in Book/Report/Conference proceedingChapter


In this paper, we outline, in broad strokes, the transition that has occurred in marcom in three phases, based on observable marketplace changes (Kitchen and Schultz 2009). We explain and illustrate why the changes occurred and the impact they have had on how marcom is researched, developed and implemented (Schultz et al., 2007). Most of all , we use this transition as a springboard to identify a new marcom research agenda. This agenda is unique in that it is not focused on filling the gaps in what is already known, but attempts to set a new direction for scholarly research in a marketplace that is dynamic and continually evolving.
Original languageEnglish (US)
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationCurrent Insights and Future Trends
EditorsTobias Langner, Shintaro Okazaki, Martin Eisend
Place of PublicationWiesbaden
PublisherGabler Verlag
Number of pages12
ISBN (Electronic)9783834942913
ISBN (Print)9783834942906
StatePublished - 2012


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