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Research papers

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If market research must be more effectively used, especially in tough economic times, the challenge is not so much in the research process itself, but in the way the results are targeted at and presented to the different stakeholders. Against a...

Catalogue: Congress 2009: Leading The Way
Authors: Ineke van Meel, Jeroen Rietberg
Companies: Randstad Holding, Intellex Dynamic Reporting
September 22, 2009

Research papers

Product relevance as basis for market defragmentation and strategic decision-making

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Jeroen Rietberg, Philip Bird
September 19, 2004

Research papers

Optimising the effect of hybrid marketing campaigns

The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be very difficult. People do not like to be approached...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Jeroen Rietberg, Meta Menkveld
June 12, 2002