Resources Library by ANA

Old Horborn

The research was conducted in order to assess thereactions to possible advertisements for Old Holbornfor a press campaign to supplement the posters inthe development areas, and in particular, to assessthe capacity of the advertisements to win new...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 7, 1972

Project 064

The objective of the research was to assess thereactions of those likely to be affected by the extensionof coupons to Park Drive Plain, not only regularsmokers of Park Drive Plain itself but also smokersof other Park Drive brands and women...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 3, 1972

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

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

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

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

Market research as an accelerating factor in the transforming of the Yugoslav economic enterprises into market economies

It is our aim to illustrate the goals of market investigations, seen from the viewpoint of possibilities for encouraging the continuous development of the Yugoslav economy.

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: T. Karpati

September 1, 1972

The fourth dimension and research

In 1970 the chairman of a large multinational company introduced the theme of the fourth dimension at the company's annual shareholders' meeting. He said that traditionally the company has recognised three responsibilities to customers, shareholders...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: G. K. Morris, Robert M. Worcester

September 1, 1972

1971 present state of marketing in French firms (French)

Effective integration of techniques, marketing consultant's responsibility, firms' expectations in coming years: this evaluation is the outcome of a survey carried out in 1971 by GMV among a hundred or so French firms of varying sizes and activities.

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. Giroire

September 1, 1972