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ABSTRACT
In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs. The successful formula was SPAN or Segmentation of People, Attitudes, and Needs. SPAN links proprietary consumer research with syndicated lifestyle and media research on a global scale and provides enhanced and integrated insights. The benefits of SPAN seen by The Coca-Cola Company are better portfolio planning and targeting, better connections and media planning, and more effective and efficient media investment.
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