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Research papers

Beyond media plans

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Hans Ulrich Krause, Oscar Jamhouri
Company: Procter & Gamble
September 22, 2002
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Citation

Krause and Jamhouri (2002a, September 22). Beyond media plans . ANA - ESOMAR. Retrieved May 27, 2024, from


https://ana.esomar.org/documents/beyond-media-plans-


Research papers

The value of contacts in promoting brand equity

Brand equity is basically related to the capacity of a brand to win and maintain loyal customers. It represents a new dimension in contemporary marketing that focuses on winning share of loyal customers to improve and preserve market share. Common...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Joseph Khoury, Oscar Jamhouri
March 1, 1996
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Citation

Khoury and Jamhouri (1996a, March 01). The value of contacts in promoting brand equity . ANA - ESOMAR. Retrieved May 27, 2024, from


https://ana.esomar.org/documents/the-value-of-contacts-in-promoting-brand-equity-