Attitudinal and behavioural convergence

Bruce Humbert and Manjima Khandelwal

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics.

Attitudinal & behavioral convergence

Bruce HumbertTurner + Humbert, LLC; United States

Manjima KhandelwalACNielsen (Customized) Research & Development, United States

INTRODUCTION

Marketers are inundated with behavioral and attitudinal data from disparate...

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