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Research papers

Reaching the industrial customer

My purpose for being here today is to present the findings of communications studies conducted by Opinion Research Corporation, my parent company, among industrial customers. Opinion Research Corporation does not suggest itself as expert in such...

Catalogue: Seminar 1969: Research In Industrial Marketing
Authors: Juanita M. Byrne-Quinn, Robert M. Worcester
March 5, 1969

Research papers

Psychoanalysis for firms lacking a true marketing outlook

Under the cover of terms such as evaluation of advertising policies, marketing plans, motivation studies designed to improve advertising impact or brand image evaluation, business firms often ask consultants to plan and foresee their advertising...

Catalogue: Seminar 1969: Research In Industrial Marketing
Authors: H. Raynaud, Robert M. Worcester, Iginio Lagioni
March 5, 1969