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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
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Citation

Ji and Tang (2013a, June 15). Standardising touchpoint analysis. ANA - ESOMAR. Retrieved April 29, 2024, from


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