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Research papers

The importance of contextualisation in interpreting consumer needs

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors...

Catalogue: ESOMAR Conference On Age 2005
Authors: Cliff van Wyk, Refiloe Mataboge
January 30, 2005
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Citation

van Wyk and Mataboge (2005a, January 30). The importance of contextualisation in interpreting consumer needs. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-importance-of-contextualisation-in-interpreting-consumer-needs