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Research papers

Using long-term studies in marketing planning

According to Kotler planning means "to decide at the present time what needs to be done in the future." Marketing planning forms part of the overall planning of an enterprise. The marketing-mix being a combination of various kinds of marketing...

Catalogue: Papers 1982: Social Research And Prediction
Author: Walter Tacke
June 15, 1982

Research papers

Broadscale projection methods from test marketing data

The present paper is one of a series of reports by the authors on empirical research which has been conducted by the authors since 1967 into the problems of introducing new products. A survey of contemporary practice has highlighted the areas which...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Roy Hayhurst, Gordon S.C. Wills
June 15, 1969