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Research papers

Direct marketing and market research

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research. Some traditional market researchers show a reluctance to recognise and embrace the changes this implies....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Tony Cowling, Peter Dray
Company: KANTAR TNS Malaysia
September 1, 1996
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Citation

Cowling and Dray (1996a, September 01). Direct marketing and market research . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/direct-marketing-and-market-research-