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Research papers

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
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Citation

Auer, E. H. (1976a, June 01). A pilot program to teach empathic skills to MBA candidates in marketing at Suffolk University. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/a-pilot-program-to-teach-empathic-skills-to-mba-candidates-in-marketing-at-suffolk-university


Research papers

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
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Citation

Bound, J. A. (1976a, June 01). The requirements of the marketing research process in marketing, and the way in which these requirements can be met by marketing educators. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/the-requirements-of-the-marketing-research-process-in-marketing-and-the-way-in-which-these-requirements-can-be-met-by-marketing-educators


Research papers

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
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Citation

Burns and Stewart (1976a, June 01). Marketing and the generalist manager. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/marketing-and-the-generalist-manager


Research papers

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
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Citation

Myszewski, A. S. (1976a, June 01). A procedure of establishing the educational needs in marketing implemented at the PMDI. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/a-procedure-of-establishing-the-educational-needs-in-marketing-implemented-at-the-pmdi


Research papers

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
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Citation

Alberdingk Thijm, K. J. (1976a, June 01). Promotion and the retailer. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/promotion-and-the-retailer


Research papers

On the difference between illustrating a theory and solving a problem

The use of case-studies does not substitute the solving of real problems in management education. There is a great difference between the situation confronting the student in a case-study, and a real problem situation. In case-studies real world...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: P. S. Kristensen
June 1, 1976
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Citation

Kristensen, P. S. (1976a, June 01). On the difference between illustrating a theory and solving a problem. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/on-the-difference-between-illustrating-a-theory-and-solving-a-problem


Research reports

Qualitative research into a 30% Bran Flakes advertising development

Earlier qualitative research by CRAM Ltd in March 1976 indicated that of all the advertising approachesdeveloped by JWT Ltd. for 30% Bran Flakes, the mostfruitful was 'Town Mouse'.This has now been developed into a finished form, andaccordingly,...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1976
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Citation

, C. (1976a, June 01). Qualitative research into a 30% Bran Flakes advertising development. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-a-30-bran-flakes-advertising-development


Research papers

Practical education in marketing

The purpose of this paper is to describe an experiment in Marketing Education for undergraduate and graduate students. The paper deals basically with an attempt to inject some of the flavour of the real business world into the Marketing curriculum,...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Authors: Sergio Barraza Picone, José María Ferré Trenzano
June 1, 1976
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Citation

Barraza Picone and Ferré Trenzano (1976a, June 01). Practical education in marketing. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/practical-education-in-marketing


Research papers

Complexity and change in the modern marketing environment

The paper discusses the complexity of the modern marketing environment and the need for a more comprehensive view of buying behaviour. Over the past decade several new factors, such as increasing government intervention in industry and commerce and...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: Peter Michael Chisnall
June 1, 1976
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Citation

Chisnall, P. M. (1976a, June 01). Complexity and change in the modern marketing environment. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/complexity-and-change-in-the-modern-marketing-environment