Thursday 5 March, 2009
From estimate-based marketing to reference-based marketing
Until the sixteenth century, when the sextant was invented, men sailed the seas almost completely blindly. The “technology” employed up to then for determining the vessels’ position in the ocean was a bare dead reckoning, or estimate-based sailing, which depended on a subjective calculation performed by European sailors –then masters of the sea– by combining [...]


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