Using an integrated marketing data-base for women's weeklies in the Netherlands

Date of publication: November 25, 1987

Author: John Rodenburg

Abstract:

In 1985 VNU was confronted with a rather sudden decline in the circulation of a large part of their magazines. As a matter of course the reaction was: try to find the reasons for this decline! In summer 1985 it was decided to start a comprehensive continuous information system with respect to the circulation of magazines. In this paper I will shortly describe the various elements of the system and some practical applications with respect to the marketing of women's weeklies.

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