Abstract:
This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very ambitious advertising program and how this program was pre-tested in advance and subsequently controlled in its sales effectiveness, by means of proper marketing research surveys and experiments.
Magazines
Revue Française du Marketing (Juin 2015)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
June 1, 2015
Magazines
Revue Française du Marketing (Septembre 2013)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
September 1, 2013
Research Reports
Etude qualitative sur la consommation du vin blanc en Grande-Bretagne
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
June 1, 1978
