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Research papers

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Kirsty Fuller, Martin Rippon
Companies: RDSi, Levi Strauss & Co.
June 15, 1994
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Citation

Fuller and Rippon (1994a, June 15). Breaking free from the testing mentality. ANA - ESOMAR. Retrieved May 06, 2024, from


https://ana.esomar.org/documents/breaking-free-from-the-testing-mentality