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Research papers

The contribution of M.M.I.S. to effective industrial marketing management

The paper presents some basic and practical considerations for establishing and using a as well as the contribution of the M.M.I.S. to effective industrial marketing management. In contrast to M.M.I.S. for consumer goods marketing, the idea of an...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Milan Jurse
June 15, 1987
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Citation

Jurse, M. (1987a, June 15). The contribution of M.M.I.S. to effective industrial marketing management. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/the-contribution-of-m-m-i-s-to-effective-industrial-marketing-management


Research papers

New tunes from an old bottle

This paper concentrates on AGB's services to the Food and Grocery industries, where there are two main panels - the Television Consumer Audit (TCA) for packaged groceries and the Attwood Household Panel for fresh produce. In particular it focuses on...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: John N. H. Whitaker, Bill Blyth
June 15, 1987
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Citation

Whitaker and Blyth (1987a, June 15). New tunes from an old bottle. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/new-tunes-from-an-old-bottle


Research papers

Potential evolutions of medical, industrial, and distribution practices in the Japanese pharmaceutical business strategy of the Japanese government

Since some years the Japanese government had decided to yearly reduce the drug reimbursement price considerably and to ask patients to share a greater part of the medical cost. The government, thus was working towards at least two goals: - Reduction...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Author: J. B. Bouée
June 15, 1987
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Citation

Bouée, J. B. (1987a, June 15). Potential evolutions of medical, industrial, and distribution practices in the Japanese pharmaceutical business strategy of the Japanese government. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/potential-evolutions-of-medical-industrial-and-distribution-practices-in-the-japanese-pharmaceutical-business-strategy-of-the-japanese-government


Research papers

Relating internal and external data

The purpose of this paper is to provide a short review of some of the information needs underlying the requirements for a Marketing Management Information System with particular emphasis on relating internal information to external data whether...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Anthony Dent
Company: Burke, Inc.
June 15, 1987
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Citation

Dent, A. (1987a, June 15). Relating internal and external data. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/relating-internal-and-external-data


Research papers

What are we measuring and for whom?

The paper describes the BRT audience measurement system existing since 20 years without major changes. By lack of money the audience researchers have to stick to a diary system which was very effective the time it started but gets now out of date and...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Author: Herman Santy
June 15, 1987
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Citation

Santy, H. (1987a, June 15). What are we measuring and for whom?. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/what-are-we-measuring-and-for-whom-


Research papers

Developing a service strategy

The basis of my paper concerns the development of Service Management Strategies. With this in mind, my presentation is split into three distinct parts.

Catalogue: Seminar 1987: Strategies For Service Management
Author: Conrad Free
June 15, 1987
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Citation

Free, C. (1987a, June 15). Developing a service strategy. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/developing-a-service-strategy


Research papers

Electronic-test marketing

The new comprehensive research systems like TELERIM, working on a single source basis with the possibility to follow the product purchase as a response of market function and consumer habits, provides a link of these elements and data types. In the...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Author: Birgit Brummer
Company: Nielsen
June 15, 1987
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Citation

Brummer, B. (1987a, June 15). Electronic-test marketing. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/electronic-test-marketing


Research papers

Forecasting new over-the-counter drug sales at various price levels

In this paper, several case examples, including several new self-diagnosed test products are presented. Detailed description of the pre-test market procedure, including the use of either printed concept material or TV commercial with product trial...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1987
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Citation

Lin, L. Y. (1987a, June 15). Forecasting new over-the-counter drug sales at various price levels. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/forecasting-new-over-the-counter-drug-sales-at-various-price-levels


Research papers

GFK behavior scan

The dilemma of ceteris-paribus-tests and decisions is demonstrated. The classical solution, the regional test market, offers only unsatisfactory results. The requirements of a timely instrument, which can test the total marketing-mix, are more...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Wolfgang Twardawa, Peter Missner
Company: GfK
June 15, 1987
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Citation

Twardawa and Missner (1987a, June 15). GFK behavior scan . ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/gfk-behavior-scan-