Resources Library by ANA

International marketing research

This whole topic of the approach to researching advertising for an international brand is too complicated to do more than hint at the framework within which it is necessary to work. I hope that some of the more salient points will come alive by...

Catalogue: Seminar 1976: International Market Research

Author: Robin T. J. Tuck

April 1, 1976

A manufacturer's approach to the problems of varieties within a brand range

This paper will discuss some of the considerations that a manufacturer of strongly branded food products takes into account when facing the opportunities and problems of extending the range of varieties presented by a single brand. It offers no grand...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers

Author: B. Thorogood

August 1, 1975

The measurement of fashion

ICI Fibres' products are sold to a variety of industries, but this paper is concerned only with the apparel textile trade. The position of ICI in this trade is shown in a highly simplified diagram of the main stages in the textile pipeline from fibre...

Catalogue: Seminar 1974: Fashion, Research And Marketing

Authors: J. l. Harrison, A. M. Hughes

December 4, 1974

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

1971 present state of marketing in French firms

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

The use of market and brand trend data deriving from the R.B.l. motorists diary panel in the United Kingdom

This paper sets out to illustrate by example the use of a Motorists Diary Panel covering both the petrol and motor oil markets. We have taken, two separate marketing activities which have had a profound effect on the market and a third example...

Catalogue: Seminar 1972: Panels

Authors: Roger Sargood, I. M. Hunt

Company: ESSO

June 15, 1972

Loyalty reports

In this document we describe the basic structure of buyer behaviour for a certain frequently-bought branded product. The purpose is to illustrate, in terms of a real-life but coded example, the analysis of brand-switching, of heavy buyers, of...

Catalogue: Seminar 1972: Panels

Author: Gerald J. Goodhardt

June 15, 1972

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Coen C. J. de Koning

June 15, 1971

Comment on A.S.C. Ehrenberg's paper

On the first place, it has to be said that the group members consider it as a jolly good idea to observe the purchasing habits over quite long periods of time instead of making conclusions based on elementary purchasing behaviour. But they regret...

Catalogue: Seminar 1968: Operational Research In Marketing

Author: Jean Quatresooz

November 1, 1968