Resources Library by ANA

The winning marketing strategy of a Japanese company in a tough environment

After a brief history of marketing in Japan, the market environment and the strategy of Japanese companies in 1983 is discussed, as the first subject of the presentation. Japanese marketers believe that innovative product development is the most...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Shoji Murata

June 15, 1983

Towards an integrated set of models for describing consumer preferences and for supporting marketing decisions for beer products

Flavour plays a key role in the market acceptance of all food and beverage products, and especially in the market acceptance of beer. This paper describes a program of research being undertaken by a major international brewer to develop an integrated...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Al C. Farrell, H. J. Halls, George Alex Whitmore

June 15, 1983

Videotex: A new means of service and communication (French)

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Anne Pugnet

June 15, 1983

The patient's input

A number of changes in society, technology and the way people use health care facilities, are leading to a greater recognition of the strong influence patient decision making can have on the fortunes of the industry. Examples are quoted to illustrate...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Philip D. Barnard

June 15, 1983

Technology, the family, and consumer behavior

The purpose of this paper is to propose that consumer research can contribute even more if some efforts were to be spent - by researchers and corporate managers alike - on observing how consumers interact with technology, that is to say, with the...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Franco M. Nicosia

June 15, 1983

An evaluation of experimental field research

The purpose of our paper is to evaluate the application potential of experimental research, especially experimental field research, from the viewpoint of marketing decision making. On the one hand we try to demonstrate extensively some general and...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Matti Ahtomies, Uolevi Lehtinen

June 15, 1983

Choosing a country for a holiday

This paper sets out to examine the process by which people select the country in which they spend their holiday. While price and accessibility are important determinants of a country's popularity they are no more than first hurdles in the race for...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Authors: Christine Gray, Marion Herbert

June 15, 1983

Comments on achieving successful advertising control

This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Erich Weihs

June 15, 1983

Inmarkt

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Klaus Mueller

Company: GfK

June 15, 1983