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Research papers

The importance of cultural trends in market planning

It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: T. Mortemore, J. Sldoall
September 1, 1972