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Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972

Research papers

Innovative marketing between industrial civilization and culture

The identification of certain changes on a world-wide level leads to the need to redefine the firm in terms of the prospects of permanent innovation on two levels, that of "civilization" and that of "culture". With such an aim it is necessary to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: D. Bratina, G. Zanetti
September 1, 1972

Research papers

Selection of global target markets

As more and more companies seek new opportunities overseas, the question of how to select the "right" markets becomes an increasingly important issue. In particular the wide range of possible markets and the plethora of available information suggests...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Y. Wind, Patrick Le Maire, Susan P. Douglas
September 1, 1972

Research papers

Research papers

Survey on the problems of transferring a brand from one Western European country to another

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: J. Stolte
September 1, 1972

Research papers

Flexibility

Just to summarise very quickly, I have talked about the things which are meaningfully taken into account on a methodical basis in planning industrial interviewing. I have suggested considering:- 1. The nature of the marketing problem; 2. The kind of...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: Peter J. Hayes
January 1, 1973

Research papers

The use of telephone interviewing in industrial research

This paper discusses the use of telephone interviewing in industrial research. In describes the advantages and disadvantages with appropriate examples. It is concluded that the main uses of telephone interviewing are either as a preliminary part of a...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: L. I. Gordon
January 1, 1973

Research papers

Measuring potential virality of content

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}This paper discusses the neurological understanding behind what makes a content click with the viewers and demonstrates how we can use new techniques such as EEG...

Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Mahesh Agarwal
Company: PT. Neurosensum Technology International
September 8, 2019

Research papers

Dear {Diary_Name}:

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Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: André Torales, Felipe Ferraz, Nick Nomm
Companies: INSITUM, Facebook
September 8, 2019