Abstract:
Our group felt that in the papers given at the Seminar too much emphasis has been put on the evaluation of below-the-line activities. Our second point concerned the subject of market segmentation. We would like to know how to go about tracing people, belonging to market segments that are based on psychological rather than social-economic criteria.
Research Papers
A case history on research-based below-the-line campaign
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Bernard Krief
 
May 19, 1971
Research Papers
New insights from old information
Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: Wil J. Botman, R. H. Da Silva
 
June 15, 1977
