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Good information - generals can't do without It. Why do CEOs think they can?
Cowan, David - In: Journal of the Market Research Society : JMRS 36 (1994) 2, pp. 105-114
Persistent link: https://www.econbiz.de/10006711430
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Strategy, strategy, strategy - Research and advertising can both work harder (at each stage of the marketing process) if an integrated strategic framework is agreed at the offset.
Cowan, David - In: ADMAP : for decisionmakers in advertising, marketing, … 33 (1998) 2, pp. 24-28
Persistent link: https://www.econbiz.de/10006786864
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Good Information - Generals Cannot Do without It: Why Do CEOs Think They Can?
Cowan, David - In: Marketing intelligence & planning 12 (1994) 11, pp. 16-21
Persistent link: https://www.econbiz.de/10007010601
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Understanding in Market Research
Cowan, David - In: Marketing intelligence & planning 11 (1993) 11, pp. 9-14
Persistent link: https://www.econbiz.de/10007015357