Abstract:
The first paper of this issue is provocative! It was originally made at an ESOMAR seminar on financial marketing but is relevant to any marketing based on research. It renounces our myopic practice to evaluate too few options for every decision in the marketing process and our tendency to focus on top scores. It promotes considerations of hundreds of options, evaluating them according to profitability by means of market simulations.
This could also be of interest:
Magazines
Marketing and research today (August 1991)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
August 1, 1991
Magazines
Marketing and research today (February 1990)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
February 1, 1990
Magazines
Marketing and research today (June 1990)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
June 1, 1990
