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Research papers

Mapping cultural values for global marketing and advertising

This paper presents evidence that consumer behaviour varies with cultural patterns and that this variance is stable over time and will become increasingly manifest. Consumption behaviour, decision making, media behaviour and advertising behaviour are...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Marieke de Mooij
September 1, 1999
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Citation

de Mooij, M. (1999a, September 01). Mapping cultural values for global marketing and advertising . ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/mapping-cultural-values-for-global-marketing-and-advertising-


Research papers

The case of Russia

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Yuri Levada, Alexey Levinson
September 1, 1999
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Citation

Levada and Levinson (1999a, September 01). The case of Russia. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/the-case-of-russia


Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999
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Citation

Bose and Khanna (1999a, September 01). The little emperor . ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/the-little-emperor-


Research papers

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Howard R. Moskowitz
September 1, 1999
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Citation

Moskowitz, H. R. (1999a, September 01). Segmenting consumers world-wide . ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/segmenting-consumers-world-wide-


Research papers

Introduction

The international marketing of brands, as opposed to the international trading of branded goods, and the research to support that marketing function, is a relatively new discipline. The fifties and sixties saw it emerge as a specific industry sector,...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). Introduction. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/introduction-5522


Research papers

The evolution of marketing

The future evolution of marketing seems destined to expand beyond the confines of the selling of goods and services. The energies and skills used to manage the abstractions of added values will probably be extended to encompass social and ethical...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). The evolution of marketing. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/the-evolution-of-marketing


Research papers

Managing transnational brands in times of change

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Linda Caller, Sheila Byfield
September 1, 1999
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Citation

Caller and Byfield (1999a, September 01). Managing transnational brands in times of change . ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/managing-transnational-brands-in-times-of-change-


Research papers

Ask a cyberquestion!

This paper examines the development of the Internet as its relates to marketing and the role of online customer research. It looks at the changing relationship between marketer and customers, the impact of virtual communities, the development of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: David Pring
September 1, 1999
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Citation

Pring, D. (1999a, September 01). Ask a cyberquestion! . ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/ask-a-cyberquestion-


Research papers

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Rupert K. Tower, Peter Cooper
September 1, 1999
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Citation

Tower and Cooper (1999a, September 01). Beyond post-perestroika Russia and post-communism Eastern Europe. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/beyond-post-perestroika-russia-and-post-communism-eastern-europe