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Research papers

Marketing research as a top management tool

For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Max Gloor
Company: Nestlé
August 21, 1967
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Citation

Gloor, M. (1967a, August 21). Marketing research as a top management tool. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/marketing-research-as-a-top-management-tool


Research papers

Co-operation between creative and market research groups in developing campaigns

The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Johan Aucamp
Company: ESSO
June 1, 1966
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Citation

Aucamp, J. (1966a, June 01). Co-operation between creative and market research groups in developing campaigns . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/co-operation-between-creative-and-market-research-groups-in-developing-campaigns-