Resources Library by ANA

Practical use of marketing research for area market development

This case study refers to the "A" Company, one of Japan's leading manufacturers of audio/video equipment and home electric appliances. For a long time, the company remained to have a small share in the Sendai Metropolitan district, one of the...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Authors: Tadaaki Funayama, Kazuari Ushikubo

Company: Research and Development Inc.

June 15, 1983

How to adapt research techniques to design and asses image advertising

This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Alan Wolfe

June 15, 1980

Cultural industries

The purpose of this paper is to describe some main features of the "cultural industries" as a basis for a discussion of corporate strategies in the field. The future of these industries relies on cannon trends which affect the cultural features of...

Catalogue: Seminar 1979: Publishing And The Communications Industry

Authors: Jacques Antoine, Michel Salomon

November 1, 1979

Corporate strategies for new-product development in multinational enterprises

The aim of this paper is to describe some of the techniques which have been developed by three multinational enterprises for use in the complex process of bringing new products to the market place. The development of new products inherently involves...

Catalogue: Seminar 1979: New Product Development

Author: Ilkka A. Ronkainen

October 1, 1979

Current attitudes to development

Unilever is a multinational in every sense of the word, operating in 75 countries, employing over 300,000 people. In 1978 Unilever's sales to third parties reached £9,842 million worldwide. It is the 12th largest commercial concern in the world,...

Catalogue: Seminar 1979: New Product Development

Author: Hugh R. Darby

Company: Unilever

October 1, 1979

Information for management

This paper reviews the cases for optimism and pessimism about the future of Market Research presented in the brief for the 1979 ESOMAR Congress and concludes that the industry has good grounds for confidence in its own future. However, the paper...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Author: Frank Teer

June 15, 1979

Marketing research training in a multinational corporation

The paper starts with a description of the developments leading to an increasing spread of staff functions in the multi- national corporations and hence of marketing research and consultancy services. The Philips training activities in marketing...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Peter L. F. de Jong

Company: Philips International

June 1, 1976

Marketing training in a multinational corporation

After a brief description of the Philips organization the marketing concept is discussed as in use with the Philips concern. On the basis of this concept a wide range of marketing training activities is employed. Of each course a brief description...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: A. C.H. Kuijpers

Company: Philips International

June 1, 1976

Atlas Copco Airpower compressed air dryer survey

Atlas Copco Airpower, one of the 3 product companies of the Atlas Copco group is responsible for the development, design, production and the marketing of compressed air installations on a worldwide basis. In 1972 a market survey was done to...

Catalogue: Seminar 1976: International Market Research

Author: J. Enthoven

April 1, 1976