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Revue Française du Marketing 1999 (N. 175)

Deux publications (une troisième sur les odeurs a été reportéeà un numéro ultérieur) viennent analyser et peutêtre combler des composants de notre polysensualisme. Il nous a semblé opportun de les placer sousl'égide du...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

December 1, 1999

Strategic publishing

The days towards the end of a century seem to inspire an inflation of forecasts and predictions, and even more so when it comes to the end of a millennium. It is a good opportunity to look into the future, especially for publishing, which faces more...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Rolf Speetzen

October 10, 1999

Customer magazine publishing

This paper brings together, for the first time, data on the key national markets for customer magazines, as well as presenting the world's first generic research into the effectiveness of customer magazines. The results are based on research...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Neil O'Brien

October 10, 1999

Mapping cultural values for global marketing and advertising

This paper presents evidence that consumer behaviour varies with cultural patterns and that this variance is stable over time and will become increasingly manifest. Consumption behaviour, decision making, media behaviour and advertising behaviour are...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Marieke de Mooij

September 1, 1999

Bank roles in developing relationships with business customers

This paper discusses a large research project conducted to investigate factors impacting on the relationship between banks and their business clients in Australia. A survey was conducted during February - March 1999 with 276 executives and financial...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research

Author: Nexhmi Rexha

September 1, 1999

The case of Russia

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Yuri Levada, Alexey Levinson

September 1, 1999

The evolution of marketing

This paper proposes that marketing in different product sectors and in different national cultures changes over time in a consistent and predictable way. The progress from commodity selling to post-modern marketing is based on evolutionary...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Mary Goodyear

September 1, 1999

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Amit Bose, Khushi Khanna

September 1, 1999

ESOMAR Annual Market Study 1998

This report, that covers the 1998 market statistics, is the eleventh published by ESOMAR, is based mainly on information supplied by national market research trade associations, and on estimates provided by ESOMAR National Representatives and other...

Catalogue: Global Market Research

Author: ESOMAR B.V.

September 1, 1999