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Research papers

From a snapshot to a movie

The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static...

Catalogue: Congress 2011: Impact
Authors: Vittorio Raimondi, Patricio Pagani, Ram Krishnamurthy
Companies: The Coca-Cola Company , Infotools
September 18, 2011
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Citation

Raimondi, Pagani and Krishnamurthy (2011a, September 18). From a snapshot to a movie. ANA - ESOMAR. Retrieved June 01, 2024, from


https://ana.esomar.org/documents/from-a-snapshot-to-a-movie


Research papers

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003
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Citation

Katz et al. (2003a, September 14). A seat at the table . ANA - ESOMAR. Retrieved June 01, 2024, from


https://ana.esomar.org/documents/a-seat-at-the-table-


Research papers

Maximizing shareholder value by bridging the metrics of finance and marketing

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Stefan Daiberl, Stuart Agres, Bill Moult, Jim Spaeth
September 14, 2003
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Citation

Daiberl, Agres, Moult and Spaeth (2003a, September 14). Maximizing shareholder value by bridging the metrics of finance and marketing. ANA - ESOMAR. Retrieved June 01, 2024, from


https://ana.esomar.org/documents/maximizing-shareholder-value-by-bridging-the-metrics-of-finance-and-marketing