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Research papers

The evolution of marketing

The future evolution of marketing seems destined to expand beyond the confines of the selling of goods and services. The energies and skills used to manage the abstractions of added values will probably be extended to encompass social and ethical...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). The evolution of marketing. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/the-evolution-of-marketing


Research papers

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
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Citation

Goodyear, M. (1999a, September 01). The evolution of marketing. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/the-evolution-of-marketing-5540


Research papers

Qualitative research

"Qualitative research is: a) an attempt to capture the sense that lies within, and that structures what we say about what we do; b) an exploration, elaboration and systemisation of the significance of an identified phenomenon; c) the illuminative...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Mary Goodyear
September 1, 1998
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Citation

Goodyear, M. (1998a, September 01). Qualitative research. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/qualitative-research-5336


Research papers

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research
Author: Mary Goodyear
June 15, 1991
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Citation

Goodyear, M. (1991a, June 15). Understanding culture in international marketing. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/understanding-culture-in-international-marketing


Research papers

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This is a brief case history about the role of multi-country qualitative research in helping to develop a global campaign for a ski manufacturer. The company is Salomon, a well-established French manufacturer of ski boots, bindings and other ski...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Christine Orliac, Mary Goodyear
September 1, 1990
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Citation

Orliac and Goodyear (1990a, September 01). KKKKKKKaaa.... ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/kkkkkkkaaa-