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.
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Research Papers
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Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
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Research Papers
Are long-term effects possible or measurable?
Catalogue: Seminar 1978: The Business Of Advertising
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Using long-term studies in marketing planning
Catalogue: Papers 1982: Social Research And Prediction
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