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Using orthodox marketing research to guide communications strategies toward key public figures

Date of publication: June 15, 1981

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Janet Schneider

Abstract:

This study was undertaken to gauge the efficacy of the methods of communication used by the German Information Center. The GIC, headquartered in Mew York City, is responsible for keeping key people in the U.S. apprised of events and developments in West Germany.

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