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Research papers

Managing marketing information

Marketing information systems, tools, techniques, and technologies all hold the promise that better market information will become available more quickly in order to make better marketing decisions. In this paper it is argued that the use of...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Author: Wil Wurtz
June 15, 1992

Research papers

Individualisation and the need for marketing information management

In this paper it is argued that growing individualisation of consumer lifestyle and demand necessarily leads to a major change in commercial communication. Already a shift from advertising to direct marketing is noticeable. But also direct marketing...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Wil Wurtz
June 15, 1991