Resources Library by ANA

Marketing opportunities outside the Triad 2000

Three major areas will be discussed in this paper: first, the rapid industrialization of East and Southeast Asia as the region becomes a major partner in the global economy; second, suggested methods for defining potential markets in these developing...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Mila C. Montemayor-Orr

Company: MOI, Inc.

June 15, 1995

Transfer of business intelligence requires further specialisation

Agencies specialising in pharmaceutical market research are operating in an increasingly complex market, a trend which is expected to continue as the healthcare environment evolves. The purpose of this paper is to bring forward the hypothesis that to...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Christian Savelkouls, Craig Granowitz

June 1, 1995

Measurement of the objective and subjective speed of inflation

This paper is devoted to a discussion of the influence of high inflation economies dominated in most countries of Eastern Europe and the former Soviet Union on the choice of marketing strategy and the ways to measure the speed of inflation. The first...

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Anna V. Andreenkova

Company: CESSI- Institute for Comparative Social Research

April 1, 1995

Innovate or die

This paper explores, describes and evaluates a number of models used in stimulating innovation, with special application to NPD and brand stretching. It is not intended to be a market research paper as such but instead builds on the author's...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Christine Restall

September 1, 1994

Meeting the information challenge

In order to ensure BT - the largest telecommunications supplier in the UK - obtains maximum value from its investment in market research, its Personal Communications (PC) Division has put in place an initiative - the creation of a market research...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Karen Ashton, David Smith, Andrew Dexter

Company: DVL Smith Ltd

September 1, 1994

Let's take a new look at brand image measurement

The measurement and monitoring of brand image is a major requirement of marketing management and a major preoccupation among market researchers. It has been for almost fifty years. The ways in which brand image is measured have not changed much in...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Peter Sampson

Companies: Burke, Inc.,

September 1, 1994

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Leslie de Chernatony, Roger Took

June 15, 1994

Developing a global brand

This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Philip Dover, Roy Croft, Robert Kopp

June 15, 1994

The role of prior decision constraints

When purchasing high involvement consumer durables such as new cars, consumers are assumed to progress through the following stages: Problem or Need Recognition; External Search; Alternative Evaluation; Purchase or Choice; Outcomes or Postpurchase...

Catalogue: International Automotive Marketing Conference 1994

Authors: Girish Punj, Richard Brookes

June 15, 1994