Resources Library by ANA

Marketing communication in Bangladesh

This paper describes a qualitative research project undertaken in a developing country, whose fundamental aim was to understand cultural dynamics in order to improve the marketing communication of a large multi- national company.

Catalogue: ESOMAR Congress 1987

Authors: Mary Goodyear, Janet Gruber

June 15, 1987

The use of the buy test technique to evaluate new advertising campaigns in Arab countries

In the rapidly evolving marketing environment in the Middle East, the communication process is becoming increasingly important and hence so is the need to evaluate the efficiency of an organisation's communication activities. The BUY TEST is an...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Randa Kronfli, Dafni Theophylactou

Company: MEMRB

June 15, 1987

Adapting positioning strategy to consumers' quality and value needs in service markets

NOVACTION'S PERCEPTOR SYSTEM comprises marketing models and an experience database. The models provide an analytic framework for understanding the contributions of brand positioning and marketing mix to consumers' brand preferences and purchasing...

Catalogue: Seminar 1987: Strategies For Service Management

Author: Chris Macrae

June 15, 1987

Decision support system in marketing

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: ESOMAR Congress 1987

Author: Gavin T. Leslie

June 15, 1987

Information technology and marketing research

The purpose of the paper is, on a general level, to study the impact of information technology on marketing activities, which is to a great extent relized through marketing research. The examples that are presented focus on the more detailed and...

Catalogue: ESOMAR Congress 1987

Authors: Uolevi Lehtinen, Liisa Valikangas

June 15, 1987

The need for an international television audience measurement

We will more and more have a need for audience measurements at a multinational level. But there are great differences between the methods used for this measurement in the various countries of Europe. It is then difficult to compare and to aggregate...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions

Author: Jacques Durand

Company: Mediametrie

June 15, 1987

Doctors and prescribing

This paper suggests that pricing decision-making should encompass the attitudes and prescribing motivations of doctors - not merely towards our projected marketing platform in the context of directly competitive pricing but also in the macro sense...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: Roger Western

June 15, 1987

General practitioners' price awareness in the asthma market

This paper outlines the method and some of the main findings of a research study conducted amongst 102 General Practitioners in the UK in August 1986. The aim of the study was to establish the extent of GPs' awareness of the prices of products...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: Christine McCann

June 15, 1987

What happened in Norway when satellite television arrived

In Norway, the appearance of satellite television has lead to a fundamental change in the attitude towards television in general. While formerly considered a cultural threat, it is now only foreign television which is perceived in that way. National...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions

Authors: Sissel Lund, Asle Rolland

June 15, 1987