Resources Library by ANA

Is there one global village for our future generation?

This paper introduces a new service of Roper Starch Worldwide and Just Kids Inc., sponsored by multinational corporations such as Mars, Kodak, and McDonald's, to track the lifestyle and consumption patterns of 7-12 year-olds around the world. While...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: George Carey, Joan Chiaramonte, David Eden, Xiaoyan Zhao

November 1, 1996

The new marketing

In recent years the traditional approach to marketing has been challenged by the new paradigm of Relationship Marketing. The meaning of Relationship Marketing is still being developed, in theory and in practice. The purposes of this paper are: 1. to...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Victoria Little, Richard Brookes

November 1, 1996

Buyer-seller relationship

The communication is questioning the role of the New Information and Communication Tools in the development of inter-organizational buyer-seller cooperative relationships. Based on an integration of information systems and marketing theories, this...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Nathalie Guibert

November 1, 1996

IT in customer service

This paper presents the adoption of information technology in Customer Service and its verification through the application of an adapted Guttman scale. The Scalogram analysis is a validity test of a hierarchical scale for the functionality and...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Christine Domegan

November 1, 1996

Forecasting without data a fool's dream?

This paper reviews many of the problems associated with forecasting in China, discusses alternatives to get round these problems and then reports a case history using a novel approach to forecast sales of a valuable but high cost drug in China.

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Mark Ahn, Colin N. Maitland

November 1, 1996

Global advertising research approaches

It has taken a relatively short time for Millward Brown to evolve from a small agency in the United Kingdom to our first work in Asian markets in 1987 - a third stage in steady globalization of the company and its research products. Our own research...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Jeremy Green, Terry Willie

Company: KANTAR TNS Malaysia

November 1, 1996

Transnationalisation of marketing strategies

Eastman Kodak, unlike many of the other top American corporations, has recognised that market potential for their products existed outside of the United States, and specifically in Asia, decades ago. Kodak has a long history in Japan. Kodak products...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: David Garrett, Simon Friend

November 1, 1996

Who decides for the undecided customer?

Within grocery retailing, there seems to have been a shift to a more customer oriented perspective. As indicated by the empirical studies presented in this paper, grocery stores customers seem to be generally satisfied, and lack clear notions of how...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Carina Holmberg, Anne Magi

November 1, 1996

Relationship marketing and design participation

Relationship marketing is conveniently thought of as a means of building forms of customer loyalty which transcend preferences for particular products. This implies a conceptual divorce between the customer-supplier relationship and the process of...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Murray Clark, Anne Tomes, Peter Armstrong

November 1, 1996