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Research papers

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Leslie de Chernatony, Roger Took
June 15, 1994
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Citation

de Chernatony and Took (1994a, June 15). Team based brand building. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/team-based-brand-building


Research papers

The 1993 UIPP public opinion campaign

UIPP, the french national agrochemical association launched in 1993 a communication campaign on the theme "When you protect plants, you also protect humans". This campaign was on TV last summer and in the magazines during the autumn. The objective...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Isabelle Montigaud
June 15, 1994
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Citation

Montigaud, I. (1994a, June 15). The 1993 UIPP public opinion campaign. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/the-1993-uipp-public-opinion-campaign


Research papers

TV audience segmentation since 1991, developing tool for programme and scheduling planning

The paper gives illustrations of new types of analyses and findings of television audience behaviour and how the segmentation analysis is used in programme planning and scheduling. The findings are based on analysing the respondent -level data of...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Seija Nurmi
June 15, 1994
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Citation

Nurmi, S. (1994a, June 15). TV audience segmentation since 1991, developing tool for programme and scheduling planning. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/tv-audience-segmentation-since-1991-developing-tool-for-programme-and-scheduling-planning


Research papers

Listen, learn and lead

The primary purpose of a Market-Based Decision Network is to provide information and process tools to enterprise and operating management. It is a team of experienced people positioned to assist all levels of management by creating a set of processes...

Catalogue: International Automotive Marketing Conference 1994
Author: Vincent P. Barabba
June 15, 1994
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Citation

Barabba, V. P. (1994a, June 15). Listen, learn and lead. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/listen-learn-and-lead


Research papers

An example of anticipatory strategy in the relationship between firm, environment and market

The Wine-Growers’ Cooperative in question represents a significant example of how an organisation, which has acted promptly and with foresight in picking up "weak signals" from the market and the environment, can become an incentive for other...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Riccardo Pastore
June 15, 1994
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Citation

Pastore, R. (1994a, June 15). An example of anticipatory strategy in the relationship between firm, environment and market. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/an-example-of-anticipatory-strategy-in-the-relationship-between-firm-environment-and-market


Research papers

New environmental challenges for the agricultural input industries in the European Union

This paper will identify possible environmental policies aiming to reduce agricultural pollution and how they will affect farming decisions. Specifically, emphasis will be put on the impacts of those policies in combination with the CAP-reform on the...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Alberto Garrido
June 15, 1994
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Citation

Garrido, A. (1994a, June 15). New environmental challenges for the agricultural input industries in the European Union. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/new-environmental-challenges-for-the-agricultural-input-industries-in-the-european-union


Research papers

Using research to help keep good customers

This paper describes how Lloyds Bank tackled the issue of customer retention. The Bank used research to investigate the extent of defection due to dissatisfaction with the Bank and to explore the process leading from satisfaction to account closure....

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Authors: Kate Waterhouse, Ann Morgan
June 15, 1994
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Citation

Waterhouse and Morgan (1994a, June 15). Using research to help keep good customers. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/using-research-to-help-keep-good-customers


Research papers

Mediagraphics

Today media planners are often faced with a wealth of information about consumers' media habits, use of products and services, demographics, and lifestyles. However, in marketing any particular product or service, it is often difficult to determine...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Ivor Wm. Thompson, Rob Young
June 15, 1994
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Citation

Thompson and Young (1994a, June 15). Mediagraphics. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/mediagraphics


Research papers

Providing data just in time

This paper first challenges the implied assumption that (a high proportion of) data is NOT provided in time. In a modern world, with CATI, and with more than 90% of business interviews being done by telephone, there is no reason why the data should...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Johan Aucamp
June 15, 1994
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Citation

Aucamp, J. (1994a, June 15). Providing data just in time. ANA - ESOMAR. Retrieved September 28, 2025, from


https://ana.esomar.org/documents/providing-data-just-in-time