Resources Library by ANA

Customer value strategies

As competition for business becomes more and more intense in the Middle East region, delivery of quality customer service has become a major goal for many companies in the region. This paper analyses the challenge faced by market research suppliers...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Anna Rita Baglioni Hadjigavriel

March 1, 1996

Fine tuning the media vehicle selection

This paper attempts to provide marketing and media professionals with a new way of looking at how their money is being spent. When multi-million dollar decisions are taken on advertising spend, markerers tend to fall back on a traditional approach to...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Stan Sthanunathan

March 1, 1996

The value of contacts in promoting brand equity

Brand equity is basically related to the capacity of a brand to win and maintain loyal customers. It represents a new dimension in contemporary marketing that focuses on winning share of loyal customers to improve and preserve market share. Common...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Joseph Khoury, Oscar Jamhouri

March 1, 1996

What have we learnt from tracking sponsorships?

Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with tracking data, the evaluating effect of specific...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Srijib Maitra, Jasojit Mookerjea

March 1, 1996

Meaningful rather than measurable customer satisfaction

This paper describes the actionability of a range of Customer Satisfaction measurement techniques which have been developed specifically to provide data which can genuinely sustain quality of service improvement programmes.

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: David Jamieson

Company: KANTAR TNS Malaysia

March 1, 1996

Brand equity

The success of some of the dominant consumer brands in the Middle East market has to a large degree been achieved through nurturing their brand values in a manner that is consistent with the traditions and cultures of its people. This has been...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Eleni Nicholas, Nassim Ghrayeb

March 1, 1996

A stimulating challenge

Qualitative research in the Arab speaking countries is a new development in a relatively young industry. The rich and diverse cultural and historical heritage of the region presents a stimulating task for the market researcher. This paper is an...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Haifa Abbas

Company: Martpoint Marketing Research Consultants

March 1, 1996

A home grown brand

This paper looks at the development of a new brand in the consumer electronics durables field, Aftron, using brand equity research as a starting point. It examines the reasons for the development of the brand, the research used to understand the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Jerry Cregan, Sanjay Badhe

March 1, 1996

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Yasser Omar, Shashikala Halve

Company: PepsiCo

March 1, 1996