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Research papers

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big
Authors: Tang Ruihong, Caroline Ji
September 26, 2013
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Citation

Ruihong and Ji (2013a, September 26). Standardising touchpoint analysis. ANA - ESOMAR. Retrieved May 02, 2024, from


https://ana.esomar.org/documents/standardising-touchpoint-analysis-8077


Videos

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big
Authors: Caroline Ji, Ruihong Tang
June 15, 2013
×

Citation

Ji and Tang (2013a, June 15). Standardising touchpoint analysis. ANA - ESOMAR. Retrieved May 02, 2024, from


https://ana.esomar.org/documents/standardising-touchpoint-analysis