Abstract:
An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.
This could also be of interest:
Research Papers
Strategic marketing needs strategic research
Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: John Rice
 
June 15, 1983
Research Papers
Brand mapping
Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Juanita M. Byrne-Quinn, Michael M. Roe
 
June 15, 1988
Research Papers
Mapping cultural values for global marketing and advertising
Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Marieke de Mooij
 
September 1, 1997
