Resources Library by ANA

Transnational non-classical segmentation

Non-classical segmentations/Cluster Analysis techniques based on structures of needs have proven very useful in such a context, not only for identifying market segments/target groups, but also for observing their evolution, comparing their maturation...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Jean Quatresooz, Dominique Vanmarsenille

June 26, 1988

Analyses and sales conception for the corporate clients marketing of cooperative banks

Traditionally, the people's and Raiffeisen banks in the Federal Republic of Germany are the local banks for medium-sized enterprises in industry, craft and trade. During the 70s the big banks (e.g. Deutsche Bank) and regional banks (e.g. Bayerische...

Catalogue: Seminar 1988: Research For Financial Services

Author: Wolfgang Hesse

June 15, 1988

Innovative target market research

A great deal of the most innovative marketing and market positioning being done by major companies today is the result of a re-direction from mass marketing to targeted marketing by sector. To accomplish this in a cost effective way, new measures in...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Patricia Botwinick, Barbara R. Lewis

June 15, 1988

The LWT investor

LWT's interest has been to encourage greater use of television advertising by financial institutions. To provide a link between ourselves and potential advertisers, we launched a Financial Marketing Review in December 1985 to bring to wider attention...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Bernard C. Bennett, Tony Wornell

June 15, 1988

Researching hard to reach audiences

This paper presents four case studies of research projects which our firm has conducted recently among attractive, but hard-to-reach audiences. - The American Chicle Youth Poll, a landmark study of the attitudes and opinion of American youth, ages 8...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Gunilla C. Broadbent, Edward B. Keller

June 15, 1988

Influence of socio-cultural change on attitude and behaviour in relation to financial services

This paper provides an overview on the main direction of socio-cultural change in Germany from 1985 to 1987 and outlines the main socio-cultural types, their growth or decline over the years. Three socio-cultural target groups are described which are...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Eleonore Grimm, Dieter Schmid

June 15, 1988

Linkages

The linkage approach offers the potential solution to the continuing challenge of better understanding the consumer; the ideal that we strive for -- the ability to identify, describe and track consumers at the individual level. The proliferation of...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Lynn S. Whitton

Company: American Express Company

June 15, 1988

Segmenting the U.S. market for pleasure travel to Europe

American travel to Europe, having hovered around the four million mark for half a dozen years, took off in 1984 and appears to be reaching for a new plateau at around the six million level. Thus, on sheer size alone, this market deserves to be...

Catalogue: Seminar 1988: Travel And Tourism Research

Author: Edward Berrol

Company: Ogilvy

May 4, 1988

A model for a cost-benefit analysis of a new pharmaceutical

There is growing clamour of late that the evaluation of new pharmaceuticals should not only contain analysis of safety and efficacy, but also elements of economic analysis. The reason: the quality of present-day background material is such that it...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: P. Hertzman

June 15, 1987