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Research papers

Driving brand management through effective brand equity measurement

This paper describes aspects of successful brand management supported through Marketing Research. Branding issues from the global strategic perspective of a leading manufacturer of adhesive products for the professional market are addressed. Case...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Werner Hoffmann-Wiebe, Stefan Binner
Company: bms marketing research + strategy
September 22, 2002
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Citation

Hoffmann-Wiebe and Binner (2002a, September 22). Driving brand management through effective brand equity measurement. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/driving-brand-management-through-effective-brand-equity-measurement


Research papers

WWW and international industrial marketing research

This paper describes the impact of the internet on international industrial research. The author discusses the different aspects of the www such as new research objectives and methods and the suitability of these future tools for international...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Stefan Binner
Company: bms marketing research + strategy
September 1, 2000
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Citation

Binner, S. (2000a, September 01). WWW and international industrial marketing research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/www-and-international-industrial-marketing-research


Research papers

Effective competitive intelligence techniques for industrial markets

In industrial markets one of the most challenging aspects of market and competitive intelligence processes is the actual collection of data information and intelligence as a basis for knowledge. Compared to consumer markets industrial markets...

Catalogue: Seminar 1999: Market and Competitive Intelligence
Authors: Richard Beswick, Stefan Binner
Company: bms marketing research + strategy
March 1, 1999
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Citation

Beswick and Binner (1999a, March 01). Effective competitive intelligence techniques for industrial markets . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/effective-competitive-intelligence-techniques-for-industrial-markets-