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This paper describes the role of market research in building knowledge as well as a tool to assist in improving company business and profit management. We are living the information age, in which knowledge is considered a company asset and more...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Ana Maria Gotelli Varoli, Dayse Maciel, Fábio Mariano, Haroldo Torres, Renata Cunha, Rony Susskind
Company: Procter & Gamble
September 14, 2003