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Research papers
Market Research in North America
This paper provides an estimation of market research spending in North America for 1999 - 2002 and a projection for 2006; an overview of the region's main characteristics; identifies major market research trends affecting the region 2002-2006;...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Laurence N. Gold
September 22, 2002
Research papers
Beyond media plans
The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Hans Ulrich Krause, Oscar Jamhouri
Company: Procter & Gamble
September 22, 2002
Research papers
Building holistic relationship communication programs in an interactive marketplace
This paper provides a comprehensive framework for a new communication process model where company and consumer perspectives are considered as co-equivalent parts of a relationship communication system. It is based on the notion that in 21st century...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Don E. Schultz, Kirsti Lindberg-Repo
September 22, 2002
Research papers
From the horse's mouth
Over the last ten years the amount of information that consumers receive each day has increased. Consumers are more sophisticated and acknowledge advertising but remain highly averse to irrelevant messages. Marketing, however, has hardly changed. How...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Sid Simmons, Danielle Pinnington
Company: Incite Marketing Planning
September 22, 2002
Research papers
Experiential consumption and excessive impulse buying
Four types of consumers are described, ranging from the most self-controlled and austere to those that experience economic, social, and familiar difficulties due to their psychological and emotional dependence on buying. The results are based on a...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Elena Olabarri Fernández, Irene GarcÃa Ureta
September 22, 2002
Research papers
Exploring the consumer's life and mind
This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the market, instead of focusing solely on competing with an...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Poonam V. Kumar, Malini Pani
September 22, 2002
Research papers
The impact of consolidation on the research industry
This paper examines changes in ownership concentration in the research industry, using market share as a metric. It first examines changes in the aggregate share held by the largest companies, both globally and in major markets. It then identifies...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Michael Mitrano
Company: Transition Strategies Corporation
September 22, 2002
Research papers
Market turnover
This paper provides an estimation of the market turnover for the market research industry in Asia and a forecast for GDP growth and market research industry growth for 2002 - 2006. In additional trends that may affect the economy in Asia are...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: John Smurthwaite
Company: KANTAR TNS Malaysia
September 22, 2002
Research papers
