The Nielsen consumer single source approach

Date of publication: September 1, 1989

Company: Nielsen


Many people are talking about Single Source, most of the time without giving a precise definition of what have to be understood under this concept. The aim of this paper is an attempt to clarify the question in trying to make a distinction between all the kinds of "Single Source" mentioned here and there, and to give a more complete description of what NIELSEN is presently thinking about.

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