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Research papers

Multinational market research as a basis for multinational marketing in the textile field

The public eye nowadays is to an increased extent directed on multinational enterprises. Multi nationality, however, is rarely spontaneously associated with the sector clothing. Enterprises or even brands of absolutely world reputation are hardly to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Heinrich Pemsel
September 1, 1974
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Citation

Pemsel, H. (1974a, September 01). Multinational market research as a basis for multinational marketing in the textile field. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/multinational-market-research-as-a-basis-for-multinational-marketing-in-the-textile-field


Research papers

A global study of criteria used in media knowledge

As a complement of the French analysis about the audience of the Media, two complementary phases have been carried out in 1971 and in 1972, being added to the third one - concerning Radio-Television -, telling about the centres of interest appealing...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Jean Luis Brousse, A. Biecheler
September 1, 1974
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Citation

Brousse and Biecheler (1974a, September 01). A global study of criteria used in media knowledge. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/a-global-study-of-criteria-used-in-media-knowledge


Research papers

Challenges of market research by the limits to growth (German)

Over a period of 25 years we have experienced a steady growth of consumption and waste in our industrial societies. Now, a reversal of this trend is going on. Deficits and deficiencies of the industrial societies are growing. Crucial points in the...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Ulrich Jetter
September 1, 1974
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Citation

Jetter, U. (1974a, September 01). Challenges of market research by the limits to growth (German). ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/challenges-of-market-research-by-the-limits-to-growth-german-


Research papers

In which terms is the problem of media planning set today? (German)

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Jean Francois Canguilhem
September 1, 1974
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Citation

Canguilhem, J. F. (1974a, September 01). In which terms is the problem of media planning set today? (German). ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/in-which-terms-is-the-problem-of-media-planning-set-today-german-


Research papers

Research for decisions

Marketing Models are not a substitute for the art of the marketing man but they are addressed to the same problem, i.e. they offer the facility for putting some (not all) of the elements in the mix together and then predicting the likely outcome. The...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: J. D. W. Stewart, Jacques Blanchard
September 1, 1974
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Citation

Stewart and Blanchard (1974a, September 01). Research for decisions. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/research-for-decisions


Research papers

A global study of criteria used in media knowledge (French)

As a complement of the French analysis about the audience of the Media, two complementary phases have been carried out in 1971 and in 1972, being added to the third one - concerning Radio-Television -, telling about the centres of interest appealing...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: A. Biecheler, Jean Luis Brousse
September 1, 1974
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Citation

Biecheler and Brousse (1974a, September 01). A global study of criteria used in media knowledge (French). ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/a-global-study-of-criteria-used-in-media-knowledge-french-


Research papers

The Lintas-"Pam" (German)

Corresponding to special agency's needs we have developed a sub-model to identify determinant attributes of buying-attitude. Its name is: "PAM" (Preference Analysis Model). PAM will be explained in detail and by examples. LINTAS realised in the last...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Peter Kreye, Olaf Jansen
September 1, 1974
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Citation

Kreye and Jansen (1974a, September 01). The Lintas-"Pam" (German). ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/the-lintas--pam-german-


Research papers

Penetration of foreign markets through cooperation and joint ventures

Today many companies prefer to enter into partnerships, cooperation arrangements or joint ventures even in industrially advanced countries, and these are often the only ways for a permanent market presence in the East European socialist and in some...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Károly Ravasz
September 1, 1974
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Citation

Ravasz, K. (1974a, September 01). Penetration of foreign markets through cooperation and joint ventures. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/penetration-of-foreign-markets-through-cooperation-and-joint-ventures


Research papers

Public policy and measuring the 'open-ended' situation

The object of this paper is to illustrate how research can assist in the field of public policy. The problems inherent in measuring open-ended situations where demand can be infinite are discussed. The need to use a variety of secondary measures to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Mike Arnott, Emer Rodnight
September 1, 1974
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Citation

Arnott and Rodnight (1974a, September 01). Public policy and measuring the 'open-ended' situation. ANA - ESOMAR. Retrieved October 01, 2025, from


https://ana.esomar.org/documents/public-policy-and-measuring-the-open-ended-situation