The latest edition of MCM News is here — and it comes with a question that has shaped marketing research and education for decades, yet feels more relevant than ever in the age of Big Data, real-time tracking, and generative AI: what has fundamentally changed over the past 25 years, and what has remained surprisingly stable? In our cover story, Prof. Manfred Krafft and Jun.-Prof. Jens Paschmann, our new Junior Professor for Marketing Analytics, explore exactly that in an open discussion about data, methods and the role of human judgement.

Read the full issue here.