Resources Library by ANA

International corporate image research

This paper offers an overview of the types of objective set for corporate image programmes, and discusses the problems of target group definition in an international context. It argues that more attention should be given to the processes of opinion...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Nicholas Winkfield

October 1, 1981

Accommodating national differences in international approaches

The paper sets out to discuss some general aspects which affect the communicative value of pharmaceutical advertising effectiveness in general. After some general statements on international campaigns as a means to communicate with doctors a...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Richard L.P. Hugen

September 9, 1981

Views and experiences of a manufacturer

The paper is based on the past years experience of a worldwide operating pharmaceutical company in the area of international survey research among the medical profession. The company has tried different approaches from the very decentralized approach...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Rudi Meyer

September 1, 1981

Views and experiences of an agency

So far as the innovative sector of the pharmaceutical industry itself is concerned, the paper describes the extent to which various manufacturing companies have developed an international dimension and the broad categories into which they fall in...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Michael R. Pratt

September 1, 1981

Data collection methods applied in Algeria, Egypt, Turkey and Colombia

The paper discusses a number of primary data collection methods applied in Algeria, Egypt, Turkey and Colombia as part of an empirical research project with the purpose to evaluate the marketing of six protein-rich food products to malnourished...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Viveka Linde

Company: Marknads Systematik AB

September 1, 1981

Researching different promotional approaches

This paper attempts to describe: A) Different current approaches to promotional campaigns by multi-national pharmaceutical companies; B) Different approaches to researching these campaigns; C) A proposed method of research which minimises cost but...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Colin N. Maitland

September 1, 1981

The changing scene in international pharmaceutical marketing research

Because of fundamental changes in the nature of pharmaceutical marketing, there has been a considerable increase in the demand for pharmaceutical market research. There is now: increasing competition, increasing need for marketing skills and...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Clifford H. Jellett

Company: Harris Interactive (Europe)

September 1, 1981

The restructuring of Japan's pharmaceutical business

Japan has only rudimentary pharmaceutical distribution capabilities overseas where competition is also intense. Thus, the outlook for the current core of the national Japanese pharmaceutical industry is bleak. There is no clear evidence that a...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Leif Schaumann

September 1, 1981

Running an in-house system

The changes in computer technology have inevitably affected the ease with which the traditional marketing research data - IMS audits - can be manipulated in response to marketing enquiries. This in particular gave the marketing research departments'...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Rita M. Sully

September 1, 1981