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The launch of the Harmony collection in Italy

Date of publication: June 15, 1981

Catalogue: Seminar 1981: Publishing in the 1980's

Authors: Guido Colonna, Arnaldo Aisa, Camillo Dagradi

Abstract:

This paper shows the possible application to certain publishing sectors of some Market Research methodologies already tested in the Marketing of consumer goods. In this particular case, the Market Research programme carried out before launching the Harmony Collection on the Italian Market has enabled decisions to be made about the actual launch and the necessary investment on the basis of adequate information on market potential as well as on the validity of the "product" Marketing Mix.

Guido Colonna

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Arnaldo Aisa

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Camillo Dagradi

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https://ana.esomar.org/documents/setting-the-table-in-italy