This paper is primarily a plea for a reorientation of marketing research. It is demonstrated that the current concept of marketing is unsatisfactory from an analytical point of view and a reformulation in terms of information is put forward. Information-getting is shown to be a vital aspect of economic activity and one to which a considerable proportion of total resources must be devoted. It is maintained that marketing research should be directed towards this aspect. As a first step in this direction, a partial equilibrium model of information resource use is delineated. Finally, some specific implications of this approach for research are presented.