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Research papers

Value partners

A group of Volksbanks and Raiffeisen banks in Friesland, which cooperate under the name of “Friesland's Bank” and are situated in the north-west of the Federal Republic of Germany to the north-west of Bremen, have together with the author...

Catalogue: ESOMAR Congress 1989
Author: Wolfgang Hesse
August 15, 1989
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Citation

Hesse , W. (1989a, August 15). Value partners. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/value-partners


Research papers

Selecting advertising routes for older target audiences (more than one way to skin a cat)

Our paper describes TBWA's approach to analysing advertising and how it can be used to isolate the different ways of communicating most effectively to old people as various brands' messages differ. The approach basically involves splitting the...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Jane Fiori, Patrick Peigne
June 15, 1989
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Citation

Fiori and Peigne (1989a, June 15). Selecting advertising routes for older target audiences (more than one way to skin a cat). ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/selecting-advertising-routes-for-older-target-audiences-more-than-one-way-to-skin-a-cat-


Research papers

Territorial marketing or marketing tailored to the needs of local government

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988
Authors: Caroline Lioret, Denise Vaubrun
September 1, 1988
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Citation

Lioret and Vaubrun (1988a, September 01). Territorial marketing or marketing tailored to the needs of local government. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/territorial-marketing-or-marketing-tailored-to-the-needs-of-local-government


Research papers

Territorial marketing or marketing tailored to the needs of local government (French)

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988
Authors: Caroline Lioret, Denise Vaubrun
September 1, 1988
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Citation

Lioret and Vaubrun (1988a, September 01). Territorial marketing or marketing tailored to the needs of local government (French). ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/territorial-marketing-or-marketing-tailored-to-the-needs-of-local-government-french-


Research papers

The application of geodemographics to retailing- Meeting the needs of the catchment

This paper discusses the role of geodemographics in retailing and its contribution to retail segmentation, store ranging and customer service. It provides an overview of the status of this new ’science’ in U.K. retailing, drawing on key...

Catalogue: ESOMAR Congress 1988
Authors: Keith Coxon, Maureen Johnson
September 1, 1988
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Citation

Coxon and Johnson (1988a, September 01). The application of geodemographics to retailing- Meeting the needs of the catchment. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/the-application-of-geodemographics-to-retailing--meeting-the-needs-of-the-catchment


Research papers

The three masks of Eve

The union of these two concerns: growing importance of the woman in the labour and consumption market and the discussion about the representation of the woman in advertising, has led us to prepare this paper which gathers inputs that we received from...

Catalogue: ESOMAR Congress 1988
Author: Jaime Troiano
September 1, 1988
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Citation

Troiano, J. (1988a, September 01). The three masks of Eve. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/the-three-masks-of-eve


Research papers

Transnational non-classical segmentation

Non-classical segmentations/Cluster Analysis techniques based on structures of needs have proven very useful in such a context, not only for identifying market segments/target groups, but also for observing their evolution, comparing their maturation...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Jean Quatresooz, Dominique Vanmarsenille
June 26, 1988
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Citation

Quatresooz and Vanmarsenille (1988a, June 26). Transnational non-classical segmentation. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/transnational-non-classical-segmentation


Research papers

Analyses and sales conception for the corporate clients marketing of cooperative banks

Traditionally, the people's and Raiffeisen banks in the Federal Republic of Germany are the local banks for medium-sized enterprises in industry, craft and trade. During the 70s the big banks (e.g. Deutsche Bank) and regional banks (e.g. Bayerische...

Catalogue: Seminar 1988: Research For Financial Services
Author: Wolfgang Hesse
June 15, 1988
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Citation

Hesse , W. (1988a, June 15). Analyses and sales conception for the corporate clients marketing of cooperative banks. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/analyses-and-sales-conception-for-the-corporate-clients-marketing-of-cooperative-banks


Research papers

Innovative target market research

A great deal of the most innovative marketing and market positioning being done by major companies today is the result of a re-direction from mass marketing to targeted marketing by sector. To accomplish this in a cost effective way, new measures in...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Patricia Botwinick, Barbara R. Lewis
June 15, 1988
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Citation

Botwinick and Lewis (1988a, June 15). Innovative target market research. ANA - ESOMAR. Retrieved June 29, 2024, from


https://ana.esomar.org/documents/innovative-target-market-research