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Better Measurement For Stronger Brands
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Interview With An Expert
"Despite continuing conversations about the more demanding, challenging and complex world of marketing communications, I am constantly reminded that the objective of measurement is still, and should remain, conceptually simple."
In this Interview With An Expert, Jon Harper, a Global Director with Ipsos ASI in the UK, illustrates how when we combine market effects with attitudinal measures, we can build stronger brand relationships and more importantly, business result.
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