Resources Library by ANA

The role and implementation of international marketing research

International marketing strategies and styles vary widely from the marketing of almost identical brands through to the meeting of similar consumer needs across several countries via radically differing mixes of product, communication variables and...

Catalogue: Seminar 1976: International Market Research

Author: Philip D. Barnard

April 1, 1976

Qualitative research into a brand image for project Certain

As a further stage in the development of a new sanitarytowel from Pears, the agency has developed six conceptsto be evaluated in the context of a new, slim sanitarytowel in an effort to produce a suitable brand image.Four concepts described a 'slim'...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1976

Does international marketing exist?

There are a number of factors that continue to form an obstacle to International marketing; and economic developments of recent years make ft difficult to forecast a favourable future for trans-national marketing efforts. This afternoon I should like...

Catalogue: Seminar 1976: International Market Research

Author: W. de Groot van Embden

April 1, 1976

Qualitative research on positioning of project WJ in the UK

The extent to which the Morningstar product range couldactually appeal to these groups of people is intended tobe assessed in the quantitative. concept testing exercisedue to take place in the next phase of development.However, in order to...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1976

A qualitative research perspective on international marketing research

This paper puts forward the view that international qualitative research is quite different from international quantitative research in a number of key areas. The need to adopt a consistent philosophy and approach to qualitative research is noted,...

Catalogue: Seminar 1976: International Market Research

Author: John R. Goodyear

April 1, 1976

International marketing research

This whole topic of the approach to researching advertising for an international brand is too complicated to do more than hint at the framework within which it is necessary to work. I hope that some of the more salient points will come alive by...

Catalogue: Seminar 1976: International Market Research

Author: Robin T. J. Tuck

April 1, 1976

Research in the Middle East

The paper deals with the problems encountered and methods applied in carrying out a research assignment regarding the marketing of honey to the Middle East. The survey covered the whole area but concentrated on Saudi Arabia, Kuweit and Algeria...

Catalogue: Seminar 1976: International Market Research

Author: George V. Vassiliou

April 1, 1976

Features in international marketing and the international entry strategy

There is no difference between international marketing and domestic marketing. International (and multinational) marketing is only more complicated: the variables of the environment in many countries differ still from the variables in the...

Catalogue: Seminar 1976: International Market Research

Author: Arnold B. Bakker

April 1, 1976

Using an international group

This paper discusses the various approaches that can be used when conducting international research with particular reference to the benefits of working with a Multinational Research Company or Group. The approaches that a company can adopt when...

Catalogue: Seminar 1976: International Market Research

Author: Ian Jarvis

Company: Burke, Inc.

April 1, 1976