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Market research as a tool for company forecasting and planning

Date of publication: August 1, 1969

Catalogue: The European Marketing Research Review 1969

Author: Luigi Pieraccioni

Abstract:

Though my subject centres on the relationship between market research and company planning, let me also make some reference to national economic planning. This is because I think there are many analogies of principle and method between company planning and national planning, and because the latter, directly or indirectly, forms an essential frame of reference for company planning.

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