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The importance of cultural trends in market planning

Date of publication: September 1, 1972

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: T. Mortemore, J. Sldoall

Abstract:

It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist and as a stimulus for new ideas. Such research will become increasingly relevant, as trends change more quickly, and similar surveys, outside the United States, will fulfil a necessary role.

T. Mortemore

Author

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J. Sldoall

Author

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Research Papers

The contribution of research to long-term capital decisions

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

Author: David Zelkowitz

 

June 15, 1983

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Citation

Zelkowitz, D. (1983a, June 15). The contribution of research to long-term capital decisions. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/the-contribution-of-research-to-long-term-capital-decisions


Research Papers

Cultural values in market and opinion research

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Hans L. Zetterberg

 

September 1, 1998

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Citation

Zetterberg, H. L. (1998a, September 01). Cultural values in market and opinion research. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/cultural-values-in-market-and-opinion-research


Research Papers

The $800 billion gold mine

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Albert J. Yesk

 

June 15, 1991

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Citation

Yesk, A. J. (1991a, June 15). The $800 billion gold mine. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/the-800-billion-gold-mine


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Citation

Mortemore and Sldoall (1972a, September 01). The importance of cultural trends in market planning. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/the-800-billion-gold-mine