Resources Library by ANA

The contribution of qualitative research to advertising creativity

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

May 1, 1997

Strategic marketing information system

This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Ricardo Calva, Libier Gomez, Salvador Garza

Company: The Coca-Cola Company

May 1, 1997

Investigating teens

The paper describes a new methodology for investigation of the teen public that constitutes an alternative capable of supplementing conventional data collection procedures. The new methodology was dubbed Photo-Show and the results obtained -...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Oriana Monarca White

May 1, 1997

Strategic capital of brands within the new international and Latin American scenario

Brands are strategic assets which have not yet been properly assessed. The fact that important brands continue being in vogue for many years even after the physical product they designated has disappeared from the market is an evidence that brands...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alberto Wilensky

May 1, 1997

Customer satisfaction in the distribution line

This paper illustrates the benefits of the CSM Customer Satisfaction Measurement Model and its contribution to total quality management programs. Identifying satisfaction drivers for distribution line members of a household electrical appliances...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Norah Schmeichel

Company: GfK

May 1, 1997

Revue Française du Marketing 1997 (N. 164)

Un second numero special, et vos nombreux articles a venir permettront de remplir les blancs et peut-être de completer cette approche un peu systématique par deux autres angles d'attaque: -Les secteurs ou le marketing montre des tendances...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

April 1, 1997

Pharmaceutical marketing research (German)

Pharmaceutical marketing research must always be conducted in full conformity with the principles laid down in the ICC/ESOMAR International Code of Marketing and Social Research Practice (1995). Because of the special characteristics and...

Catalogue: ESOMAR Codes And Guidelines

Author: ESOMAR B.V.

March 2, 1997

Added value information

The needs of FMCG manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Authors: Antonie Luijten, Peter Kempe

Company: GfK

February 1, 1997

Drilling or mining?

The paper reviews the developments which have taken place in the retailer panel services in the late 80's and early 90's, with specific reference to the move from retail audits to scanning based services and the current trend towards census data. The...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Author: Tony Antoniou

February 1, 1997