A new cultural Sunday magazine. Emerging from research results
Fernando Moiguer, Marketing Entrepreneur, SA, ArgentinaMaria Ana, Marketing Entrepreneur, SA, ArgentinaPaula Magarinos, Marketing Entrepreneur, SA, ArgentinaOscar Steimberg, University of Buenos Aires, Argentina andMarita Soto, University of Buenos Aires, Argentina
INTRODUCTION
To approach cultural objects and mainly media products involves a necessary adjustment of all the traditional instruments of market research to this particular study object.
Let us examine its specificity. We have to deal with massive products whose defining feature is being different each day, for instance in newspapers, or each...