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Encouraging effective utilization of shopper insights in a global context

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Author(s): Bernhard Treiber, Stephanie Grootenhuis
Collection: Insights 2011 - A New World Order In Shopper Marketing
Keywords: Volume Estimation Research /STMS (Simulated Test Markets), Concept Testing

ESOMAR Best Paper Award 2010/2011
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This paper will describe how the Shopper Insights function inside a globally active FMCG company has gained and accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been successfully disseminated in a company-wide communication effort using a new web-based knowledge-sharing video service.

Date of publication: 01.03.2011
ISBN: 92-831-0250-9
Order Code: 58765_04
Number of pages: 8

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