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RG

IN CONTEXT

FOCUS

Focused marketing

KEY DATES

1920s The concept of market research emerges in the US.

1941 Robert K. Merton invents the idea of the focus group.

1953 Peter Drucker says the first step for any business is to ask: “Who is the customer?”

1970 US economist Milton Friedman puts forward the business model of shareholder maximization.

1998 Marketing professor Robert V. Kozinets coins the term “netnography” to refer to the theory of ethnography as applied to Internet users.

1990 US professor Gerald Zaltman develops the first neuromarketing technology, ZMET, to analyze consumers’ subconscious reactions to advertising imagery.

To be successful in a ...

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