Marketing research mirror in corporate communication planning

Date of publication: September 15, 1989

Author: Nenad Porges

Abstract:

This paper is founded on the market research carried out by the author in 1987 in the Market Research Centre - Zagreb, for the needs of a specific Yugoslav conglomerate which is involved in the production and processing of zinc, alloys and chemical products. The basic impetus for the research was an assumption that the existing corporate image was inconsistent.

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