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Research papers

A marketer's view

As an integral part of Marketing Management, Marketing Research must certainly service the needs of the user, once these have been clearly defined. It would, in my view, be quite wrong, however, to let Market Research play a passive role in the...

Catalogue: Seminar 1976: International Market Research
Author: Alexander Christiaan Helfrich
Company: Shell Global
April 1, 1976
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Citation

Helfrich, A. C. (1976a, April 01). A marketer's view. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-marketer-s-view


Research papers

The role of market research in the Esso-Cleveland integration

This paper describes the contribution of market research to the work of a multi-brand study group set up by Esso Petroleum in the U.K. to find an answer to the questions: How many brands does Esso need in the U.K.? At which market segments should...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: David Lowe-Watson
Company: ESSO
September 1, 1974
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Citation

Lowe-Watson, D. (1974a, September 01). The role of market research in the Esso-Cleveland integration. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-role-of-market-research-in-the-esso-cleveland-integration