Resources Library by ANA

Ex-ante measurement of price-sensitivities in case of multi-attribute products

Due to accelerating technological developments products can be rigged with a range of new features, functions and product claims. In view of these opportunities the strategic pricing question discussed in this paper reads as follows: "Which...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Dirk Huisman

Company: SKIM

June 15, 1991

The strategic use of research in the complexity of the newspaper (Portuguese)

The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Célia Lopes

May 5, 1991

The strategic use of research in the complexity of the newspaper

The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Célia Lopes

May 5, 1991

INA's marketing restructuring strategy

Rapid changes in economical and political surrounding of Yugoslavia recquires appropriate basic strategic and tactical philosophy reformulation within all industry sectors. Transition from mostly self-oriented towards market oriented corporation,...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Igor Dekanic, Nenad Porges

September 1, 1990

A common language for assessing customer service in Europe

This paper is based on a case history of a customer service survey conducted for 3M Europe. 3M needed information to develop customer service strategies and tactics that could be applied right across Europe and across all markets. The survey was...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Joe Seydel, Roy Haworth

September 1, 1990

Strategic vision of the new socialism development which joins the East with the West

Berlin wall demolition is such a historic act as the Fall of the Bastille was. Reforms in the East indicate the stalinist and dogmatic socialism breakdown, the birth of the market economy and radical change of the property relations. Bureaucratic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Zivorad Zlatkovic, Mile Jovic

September 1, 1990

Strategic target-group research: A new perspective for users

The task and objectives we set ourselves, and which brought us to SINUS, can be described as follows: 1. Identification of the existing market segments, along with the potential demand in the business and private flight market which is relevant for...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Michael Grande, Ulrich Becker

Company: SINUS Markt- und Sozialforschung GmbH

September 1, 1990

Strategic target-group research: A new perspective for users (German)

The task and objectives we set ourselves, and which brought us to SINUS, can be described as follows: 1. Identification of the existing market segments, along with the potential demand in the business and private flight market which is relevant for...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Michael Grande, Ulrich Becker

Company: SINUS Markt- und Sozialforschung GmbH

September 1, 1990

The contribution of research to a successful new brand

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on...

Catalogue: Seminar 1990: New Product Development

Authors: Sue Nicholls, Alison Hollinrake

Company: Kraft Heinz Company

June 15, 1990