Resources Library by ANA

On the difference between illustrating a theory and solving a problem

The use of case-studies does not substitute the solving of real problems in management education. There is a great difference between the situation confronting the student in a case-study, and a real problem situation. In case-studies real world...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: P. S. Kristensen

June 1, 1976

Qualitative research into a 30% Bran Flakes advertising development

Earlier qualitative research by CRAM Ltd in March 1976 indicated that of all the advertising approachesdeveloped by JWT Ltd. for 30% Bran Flakes, the mostfruitful was 'Town Mouse'.This has now been developed into a finished form, andaccordingly,...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1976

Practical education in marketing

The purpose of this paper is to describe an experiment in Marketing Education for undergraduate and graduate students. The paper deals basically with an attempt to inject some of the flavour of the real business world into the Marketing curriculum,...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Authors: Sergio Barraza Picone, José María Ferré Trenzano

June 1, 1976

Complexity and change in the modern marketing environment

The paper discusses the complexity of the modern marketing environment and the need for a more comprehensive view of buying behaviour. Over the past decade several new factors, such as increasing government intervention in industry and commerce and...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Peter Michael Chisnall

June 1, 1976

Setlers assesment of Scottish test relaunch material

In late May 1975, a reformulated version of Setlers wasintroduced into Scottish Test Market with the aim ofboosting Setlers sales and taking sales from other brandson the market, notably Rennies. The product had a differentflavor and packaging from...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1976

A framework for the formulation of long-range educational policy in marketing

The paper argues that marketing education systems must be analysed and understood as open systems. Such a perspective focuses interest on the inter-relationship between system and environment, and in this paper, on the manner in which a system's...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: John A. Murray

June 1, 1976

Marketing in the undergraduate curriculum

It is paradoxical that while the introduction of Marketing into formal educational courses in the U.K. was at the sub-degree level, the present emphasis is now upon postgraduate and post experience courses. Indeed, many Marketing educators consider...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Michael J. Baker

June 1, 1976

Who should educate whom?

This paper considers the educational needs of market researchers and how they can best be employed to further the growth and prosperity of the profession as a whole,. It starts from the premise that market research is a practical business discipline...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Gerald de Groot

June 1, 1976

Market research trainee programme for combining theory and practice

Our aim is to impart a thorough knowledge of market and opinion research, together with the conviction that the methods learnt are not always applicable under all conditions. The trainees are admonished not to employ the methods indiscriminately....

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Wiltrud Gassner

Company: Institut für Demoskopie Allensbach GmbH

June 1, 1976