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Research papers

Managing marketing productivity

In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and...

Catalogue: ESOMAR Congress 1988
Authors: David B. Learner, Fred Y. Phillips, John J. Rousseau
September 1, 1988
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Citation

Learner, Phillips and Rousseau (1988a, September 01). Managing marketing productivity. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/managing-marketing-productivity


Research papers

Optimizing profitability through research amongst retail customers and staff

The study provided measures of the standing of W.H. Smith and its competition on specially-collected attitude dimensions. It also identified which aspects of the staff or the service they provide matter most to customers, and showed how the intensity...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Authors: Fred Y. Phillips, Robert Falconer
August 23, 1981
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Citation

Phillips and Falconer (1981a, August 23). Optimizing profitability through research amongst retail customers and staff. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/optimizing-profitability-through-research-amongst-retail-customers-and-staff