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The contribution of research to long-term capital decisions

Date of publication: June 15, 1983

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: David Zelkowitz

Abstract:

At Philip Morris we are convinced that market research is an important strategic management tool. But, as with any tool, its effectiveness is largely dependent upon the skill of the user.

David Zelkowitz

Author

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Research Papers

Are long-term effects possible or measurable?

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Tony Twyman

 

June 15, 1980

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Citation

Twyman, T. (1980a, June 15). Are long-term effects possible or measurable? . ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable-


Research Papers

Are long-term effects possible or measurable?

Catalogue: Seminar 1978: The Business Of Advertising

Author: Tony Twyman

 

June 14, 1978

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Citation

Twyman, T. (1978a, June 14). Are long-term effects possible or measurable?. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable--1717


Research Papers

Using long-term studies in marketing planning

Catalogue: Papers 1982: Social Research And Prediction

Author: Walter Tacke

 

June 15, 1982

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Citation

Tacke, W. (1982a, June 15). Using long-term studies in marketing planning. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/using-long-term-studies-in-marketing-planning


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Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Zelkowitz, D. (1983a, June 15). The contribution of research to long-term capital decisions. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/using-long-term-studies-in-marketing-planning