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Two experienced advertising pros present a wide-ranging menu of changes to be expected in the next few years and beyond. Change is the key factor driving profits for the goods and services advertising promotes, so the industry has developed an increasingly sophisticated set of analytical methods and systems for keeping clients up-to-date. This title treats readers to the latest information derived from such efforts. Both authors have extensive backgrounds in market research and foreign markets. This fat compendium of useful items may help consumers and professionals sniff out essential targets of curiosity, investment, or entrepreneurial initiative.