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Management article
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Reference no. 86112
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 1986

Abstract

In consumer packaged-goods industries two advances in data collection have been especially important to marketing research: split-cable technology, - television that allows different advertisements to appear on the same TV program within the same broadcast area, and uniform- product-code scanners - devices that read and register the prices of items as they are checked out in stores. The real potential of the new technology lies in improving marketing decisions, but without the help of an internal support organization of marketing science professionals, it will be difficult for companies to realize the full potential of the data.

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Abstract

In consumer packaged-goods industries two advances in data collection have been especially important to marketing research: split-cable technology, - television that allows different advertisements to appear on the same TV program within the same broadcast area, and uniform- product-code scanners - devices that read and register the prices of items as they are checked out in stores. The real potential of the new technology lies in improving marketing decisions, but without the help of an internal support organization of marketing science professionals, it will be difficult for companies to realize the full potential of the data.

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