Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media.Paul is using this type of marketing research primarily to

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Paul is using media monitoring to keep tabs on his competitors. This will help him stay aware of what his competitors are doing in terms of marketing and public relations, as well as keep him up to date on new developments or trends in his industry. By doing so, he can make strategic decisions to improve his own performance and stay ahead of the competition.

Paul Subscribes to an Internet Service That Alerts Him Whenever