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Direct marketing and market research

Date of publication: September 1, 1996

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Company:

Authors: Tony Cowling, Peter Dray

Abstract:

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research. Some traditional market researchers show a reluctance to recognise and embrace the changes this implies. The paper sets out: 1. The risks to the market research industry; 2. How the industry might respond to take advantage of the opportunities.

Tony Cowling

Author

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Peter Dray

Author

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

Author: Mirjam C. Raaijmaakers

 

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Leeflang, P. S. (2004a, October 10). Marketing science and market research. ANA - ESOMAR. Retrieved June 04, 2025, from


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Citation

Cowling and Dray (1996a, September 01). Direct marketing and market research . ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/marketing-science-and-market-research