Resources Library by ANA

International advertising tracking

With the development of the global brand strategy, and accompanying it, the global advertising campaign, there follows closely behind the international advertising tracking research. If there is a uniform brand strategy for each country in which a...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Lucy Pardy, Astrid Carl-Zeep

June 15, 1988

Usefulness and future of syndicated/standard services in the business-to-business research field

The paper shows that the development of market research in some segments of business-to-business can be drastically influenced by the development and production of syndicated/standard products. The authors show some definite indications about this...

Catalogue: Seminar 1988: Business To Business Research

Authors: Jean Oddou, Dominique Vanmarsenille

June 15, 1988

The need for the integration of market potential and pricing micro-models

This paper has attempted to demonstrate the benefits of integrating two quite distinct modelling processes, each based on a micro-modelling philosophy. In particular, it has shown how early quasi test-market volume predictions (such as provided by a...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Rory P. Morgan, Julian R. Bond

June 15, 1988

The globalisation of innovation

In recent years there has been much discussion about the globalisation of markets which has resulted from a number of developments in consumption patterns, in supply, in technical progress and the process of competition which greatly influences the...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Justus Veeneklaas

Company: Philips International

June 15, 1988

Researchers’ abilities and limitations to become consultants

This paper would address this audience to try to better define with you the role of a breed called "Management Consultants". I will share some ideas with you which I hope will be helpful background to your working group discussions

Catalogue: Seminar 1988: Business To Business Research

Author: Marc de Fraiteur

June 15, 1988

New product development based on Japanese consumer tastes in the area of electronics and home appliances

The marketing philosophy of Japanese enterprises in the high-tech field is to discover ways to match technology with the traditional life style and culture of the Japanese people instead of just regarding technology as rational, functional and...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Tohru Nishikawa

June 15, 1988

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Uwe Munzinger, Karl Georg Musiol

Company: GfK

June 15, 1988

Centralised and decentralised marketing research: How to find the "optimal balance" in a multinational pharmaceutical company

Since 1986 the International Marketing Research Department at the Sandoz Headquarters (HQ) has become increasingly involved in multi-country studies, forming one of the cornerstones for the "international core” of New Product Development, Group...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Bernd E. Grobe

June 15, 1988

Differentiation through customer service

Deregulation in financial markets has led to explosive change in the structural make-up and marketing behaviour of financial institutions. This observation is critically important if we are to try to assess the future direction of marketing in this...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Simon Chadwick, Peter J. Hayes

June 15, 1988