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Research papers

From consumer marketing to modal marketing

This paper sets out for practitioners the various options for conducting the basic task of marketers and planners - that of defining the market. We provide specific examples of a particular technique - mode analysis - which we find useful and...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Jon Francis, Nina Davidson
June 15, 1995
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Citation

Francis and Davidson (1995a, June 15). From consumer marketing to modal marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-consumer-marketing-to-modal-marketing