Resources Library by ANA

Managing the Competitive Customer Relationship™

Competition is the theme of every market. Taking customer relationships out of the context of market competition can be compared to the ancient Chinese idiom of inventing a cart behind a closed door.This paper defines a brand new concept of customer...

Catalogue: Asia Pacific 2004

Authors: Chongdao Ren, Danny Yang, Jianmin Yuan, Tj Tang

March 28, 2004

You can't average Asia

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary.The data also looks at the impact of gender...

Catalogue: Asia Pacific 2004

Author: Georgia Phillips

Company: Add+Impact International

March 28, 2004

Disease, terror, fraud and recession

Much has been written in Asia over the past year on SARS and the effect it has had, amongst other things, on consumer behaviour. Crises and disasters occur on a regular basis all over the globe - but was SARS special or just one of a series of...

Catalogue: Asia Pacific 2004

Authors: Fung Shing Kwong, Lisa Lee, David McCallum

Company: Nielsen

March 28, 2004

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004

Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus

Companies: MasterCard, Moskowitz Jacobs Inc.

March 28, 2004

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004

Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey

Company: KANTAR TNS Malaysia

March 28, 2004

Does free choice lead to higher satisfaction?

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.This paper challenges this logic and investigates the conditions under which consumers are happier...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Ofer Zellermayer

March 1, 2004

Low response and purchase rates in the automotive industry

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Johannes Ruhland, Wendy Gersten

March 1, 2004

Marketing research or customer relationship management (CRM)

Marketing research must keep up with the times. The ESOMAR Guideline on Customer Satisfaction Research (September 2003) does not regulate customer satisfaction research within the realms of Customer Relationship Management (CRM). The authors fear...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: J. D. Salters, P. Michaux, A. M.J. Deetlefs, A.L. McLean

March 1, 2004

Are committed dealers more profitable to an OEM?

Many automotive manufacturers conduct satisfaction surveys of their dealerships, either directly or through syndicated studies. The presumed benefit of this feedback is in helping to develop and implement process improvements directed to improve...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Joel Lieberman, Tanniru R. Rao

Company: Market Probe International Inc.

March 1, 2004