Resources Library by ANA

Prioritising strategies for an established brand

This paper describes in some detail a marketing research study commissioned by Glaxo Holdings and carried out by Taylor Nelson Healthcare in six European markets and in Canada, amongst over 23 respondents concerning the future potential for Zantac....

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Caroline Wilson, Anna Garofalo

Company: KANTAR TNS Malaysia

June 1, 1994

Pharmaceutical industry in crisis?

This paper has attempted to address the open question of the pharmaceutical industry currently being in crisis by addressing the central hypothesis that the changes facing the pharmaceutical industry are not unique. The presentation not surprisingly...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Brian Ball

June 1, 1994

Sometime

This paper presents a new approach to media strategy, based on the use of the "Temps Media" studies carried out by TMPR 1 on the basis of the CESP Time- Budget Multimedia Study. The guiding principle of our approach is that of basing the media...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Hélène Haering

May 1, 1994

New research on the out-of-home audience in the United States and Europe

During the fall of 1992 the Network Television Association (NTA)  an organization that was created by the three major U.S. television networks (ABC, CBS, and NBC) to promote awareness of the networks and serve as a research resource --...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Julian Pounds, Horst Stipp

May 1, 1994

Strategies for optimal use of research

The philosophical underpinnings of Nickelodeon's approach to research can be summed up in three words: Listen to kids. As much as possible, we try to let kids run Nickelodeon for us. Our entire business revolves around understanding them and...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Karen Flischel

Company: Viacom International Media Networks

May 1, 1994

Brand equity

Brand Equity is a critical component of corporate value. It has been estimated that at least 15% of corporate profits are direct results of branding. Understanding brand equity contributes to appreciating the TRUE asset value of a corporation,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mansour Elganady

January 1, 1994

The contribution of strategic market research to the development of successful brand and communication strategies

The marketing world is changing faster than ever. Complexity and instability are growing rapidly: markets are fragmenting, consumers get more and more pretentious and unpredictable, traditional marketing strategies seem to be without effect Therefore...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Author: Uwe Munzinger

September 1, 1993

CS research as a basis for CS strategy

This paper describes the experiences of a local distributor for the firm Mitsubishi when adopting a CS strategy in the fiercely competitive market of the Canary Islands where all the Japanese makes of vehicles have for some time been openly vying...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Fernando Saenz-Marrero, Gert Jung

June 15, 1993

Sales performance improvement at point of sale

The cases of many distribution organisations show that the strategy decided by firms is often very far removed from the realities of sales points. Operational management is often that which poses the most difficulties, not only because the strategic...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Bertrand Venard

June 15, 1993