Resources Library by ANA

Marketing research training in a multinational corporation

The paper starts with a description of the developments leading to an increasing spread of staff functions in the multi- national corporations and hence of marketing research and consultancy services. The Philips training activities in marketing...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Peter L. F. de Jong

Company: Philips International

June 1, 1976

Evaluation of CESEA's teaching system

This paper presents an evaluation of the effectiveness of CESEA's system for the teaching of Marketing. CESEA is a School of Business Administration that offers, among other programs, a two years' Marketing Management course. The system aims at...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: José Maria Veciana

June 1, 1976

Qualitative research into Jif cooking aids

Colman's are considering developing a range of new cooking aids along the same lines as Jif Lemon, and have produceda range of concept boards depicting four line extensionsfor Jif. The specific objectives of the research were:1. To assess the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1976

Marketing training in a multinational corporation

After a brief description of the Philips organization the marketing concept is discussed as in use with the Philips concern. On the basis of this concept a wide range of marketing training activities is employed. Of each course a brief description...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: A. C.H. Kuijpers

Company: Philips International

June 1, 1976

A pilot program to teach empathic skills to MBA candidates in marketing at Suffolk University

Based on her research on empathic skill levels of 464 professional advertising communicators and 515 students of advertising and marketing, this author believes that lack of empathic skill training is one of the “voids” in marketing...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: E. H. Auer

June 1, 1976

The requirements of the marketing research process in marketing, and the way in which these requirements can be met by marketing educators

The author is responsible for marketing research courses which form part of Marketing degree and other courses in the University of Strathclyde at Glasgow in the U.K. The objectives of these research courses have to be decided in the light of the...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: John A. Bound

June 1, 1976

Marketing and the generalist manager

The Australian Administrative Staff College was established in 1957 and provides residential courses for managers from both the private and public sectors. Its main objective is to prepare individuals for further responsibility and its participants...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Authors: K. J. Burns, J. G. Stewart

June 1, 1976

A procedure of establishing the educational needs in marketing implemented at the PMDI

The paper presents a procedure of establishing the educational needs of marketing, implemented at the Polish Management Development Institute, while preparing and running a series of the tailor-made seminars for the top managers of the Polish...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Antoni S. Myszewski

June 1, 1976

Promotion and the retailer

ESOMAR has asked me to make some comments on "Promotion and the Retailer". In short I was to face you as a retailer and present you with some personal experiences and comments on the subject of promotions. So far so good. When I read the papers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Author: K. J. L. Alberdingk Thijm

June 1, 1976