Marketing and research today (August 1990)

Date of publication: August 1, 1990

Author: ESOMAR B.V.

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 It was originally made at an ESOMAR seminar on financial marketing but is relevant to any marketing based on research.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. 

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