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Analysing relationship between advertising and marketing data

Date of publication: November 11, 1996

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Claudio Conti

Abstract:

This paper describes the structure and main features of a tool aiming at understanding the role played by advertising within the marketing environment. A special focus is on the question how explanatory variables are selected and related according to their semantic status.

Claudio Conti

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Gummesson, E. (1996a, November 01). Relationship marketing . ANA - ESOMAR. Retrieved June 23, 2025, from


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Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

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Chaston, Lace and Mangles (1996a, November 01). Relationship marketing competencies in the UK advertising industry. ANA - ESOMAR. Retrieved June 23, 2025, from


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Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

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Wood, Laczniak and Murphy (1996a, November 01). Relationship marketing= Ethical marketing. ANA - ESOMAR. Retrieved June 23, 2025, from


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Citation

Conti, C. (1996a, November 11). Analysing relationship between advertising and marketing data. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/relationship-marketing-ethical-marketing