Opinion: Marketing Society - Research and respond

John Billett, chairman of Billetts and a member of The Marketing Society, Marketing, 19 July 2006, 12:00AM

Forty years ago, as a trainee in the marketing, advertising and media business, the words 'experiment', 'test', 'research', 'develop', 'amend', 'validation', 'control' and 'learn' were drummed into me as effective codes for organising and managing commercial communications.

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