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From building brands to building businesses

Date of publication: September 1, 1993

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Arun Adhikari, Titoo Ahluwalia, Rama Bijapurkar

Abstract:

This paper examines the relevance of market research as a discipline to the area of business strategy; and makes the case that market research can contribute significantly, not just in the area of building brands but in the area of building businesses as well. However in order to do so, it needs to overcome some of its current limitations, which by and large, are more in the area of its mindset than its skill bag.

Arun Adhikari

Author

This is a long description of some author details.

Titoo Ahluwalia

Author

This is a long description of some author details.

Rama Bijapurkar

Author

This is a long description of some author details.

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Citation

Adhikari, Ahluwalia and Bijapurkar (1993a, September 01). From building brands to building businesses. ANA - ESOMAR. Retrieved June 23, 2025, from


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