Delivering market knowledge in the dark continent

Date of publication: September 1, 1998

Author: Michael Wragg

Abstract:

This paper combines case history material with detail on current innovative techniques used in adapting traditional approaches to retail tracking to the prevailing circumstances in these emerging markets. The author concentrates first on technical aspects of delivering actionable data and then discusses different approaches to turning data into knowledge given the practicalities of marketing in the markets concerned.

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