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Research papers

Business restructuring in market research

This paper considers the role of business information systems in affecting this change. Not driven by technology but driven by business requirements. We demonstrate how, at Bayer UK, the effective integration of data from multiple sources is rapidly...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Marion Wyncoll, John Markham
Company: Bayer AG
June 1, 1994
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Citation

Wyncoll and Markham (1994a, June 01). Business restructuring in market research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/business-restructuring-in-market-research


Case studies

Corevalues? in G.P.s' treatment of angina

This paper presents the results of a research project aimed at identifying the CoreValues ™ associated with UK General Practitioners' (G.P.s 1 ) treatment of angina pectoris. CoreValues form the output of a novel marketing research approach...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Ian Mcmaster, Paul Cawte
June 1, 1994
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Citation

Mcmaster and Cawte (1994a, June 01). Corevalues? in G.P.s' treatment of angina . ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/corevalues-in-g-p-s-treatment-of-angina-


Research papers

The pharmaceutical information center... A major resource for decision making

The modern pharmaceutical information center can be a key resource for decision making, but in order for this to occur and for line and staff management to get what they need from this center, several things are necessary, in addition to the obvious...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: George Gerson
June 1, 1994
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Citation

Gerson, G. (1994a, June 01). The pharmaceutical information center... A major resource for decision making. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-pharmaceutical-information-center-a-major-resource-for-decision-making


Research papers

The sales manager

The sales force is the primary promotional vehicle between the pharmaceutical company and the GP universe. It is a large and labour-intensive function which is expensive to maintain, complex to structure and control and as in all people- based...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Barry Atkinson
June 1, 1994
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Citation

Atkinson, B. (1994a, June 01). The sales manager. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-sales-manager


Research papers

Commercial assessment of resource allocation

This paper examines the benefits of using multi-disciplinary teams in the development of a new product. Particular emphasis is placed on the risk reduction benefits of a commercial orientation to decisions which have traditionally been made outside...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Simon Fitall
June 1, 1994
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Citation

Fitall, S. (1994a, June 01). Commercial assessment of resource allocation. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/commercial-assessment-of-resource-allocation


Research papers

The sales force and electronic territory management

In today's rapidly changing climate it is vital that companies maximise the return from their investments. The sales force is one of the largest investments, and companies have added to that investment by introducing computers and electronic...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: David Holmes
June 1, 1994
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Citation

Holmes, D. (1994a, June 01). The sales force and electronic territory management. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-sales-force-and-electronic-territory-management


Research papers

The role culture has in international pharmaceutical strategy

The aim of this paper is to outline some of the cultural issues which we as researchers need to take into consideration with regard to international pharmaceutical marketing research projects. The wealth of data available in the pharmaceutical arena...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Janet Henson, Bernadette Rogers
June 1, 1994
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Citation

Henson and Rogers (1994a, June 01). The role culture has in international pharmaceutical strategy. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-role-culture-has-in-international-pharmaceutical-strategy


Research papers

Value of a forecast or putting the pieces together

A forecast is the summary of all of the qualitative and quantitative, primary and secondary research on an issue, therapeutic class, or business opportunity. The forecast represents the best judgment of the market research group which combines market...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Bill Lawson
June 1, 1994
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Citation

Lawson, B. (1994a, June 01). Value of a forecast or putting the pieces together. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/value-of-a-forecast-or-putting-the-pieces-together


Research papers

Docs and stocks

Changes in the global healthcare environment have significantly depressed the capitalisation of the Pharmaceutical Industry. Sales & Marketing resources are likely to be reduced and consequently what remains will need to operate with much greater...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Nigel R. Parker
June 1, 1994
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Citation

Parker, N. R. (1994a, June 01). Docs and stocks. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/docs-and-stocks