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- W2188641791 abstract "Reflecting over 20 years inside media companies, this paper is offered as a personal view and analysis of the changing attitudes towards, and use of, research in the management of audiences. The paper considers how in the 1980s the benefit of research to planning was viewed with scepticism, through to its present position as an invaluable, indeed indispensable tool within an increasingly competitive marketplace pressured by rapid technological change. Drawing on real cases, the paper shows how research has come to the aid of planning through an increase in sophistication of methods and analysis for understanding the audience. The paper concludes by presenting the research questions posed by digital television, and the development of t-commerce." @default.
- W2188641791 created "2016-06-24" @default.
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- W2188641791 date "2000-01-01" @default.
- W2188641791 modified "2023-09-28" @default.
- W2188641791 title "Placing the consumer centre-screen: a view from the inside" @default.
- W2188641791 doi "https://doi.org/10.1080/02650487.2000.11104827" @default.
- W2188641791 hasPublicationYear "2000" @default.
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