The quest for the ultimate touchpoint - determining marketing corridor strategy through market pressure analysis

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices.

The quest for the ultimate touchpoint – determining marketing corridor strategy through market pressure analysis

Larry FriedmanTNS Brand and Advertising Research, United States

Trevor RichardsTNS Brand and Advertising Research, UK

INTRODUCTION

While the “quest” of today's marketers may appear to have little relation at first to the quest sung about by Don Quixote in the “Impossible Dream” from the Broadway musical Man Of La Mancha, upon reflection it may not be all that different.

In the song, Don Quixote describes his quest as a struggle for that which may seem to be impossible to achieve, whether...

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