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Research papers

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

Research papers

Retail introduction of new products

During the last decades, the producers' power in relation to the distributors has been weakened, and a further shift in the balance of power between the two can be foreseen. An interesting problem is therefore what producers can do to improve their...

Catalogue: Seminar 1979: New Product Development
Author: Jerker Nilsson
October 1, 1979

Research papers

Implementation of marketing models

In efforts to improve "the return on capital invested in market and social research" models can play an important role. To this end models have to be built which can and will be used in private industry or in the public sector, that is, implementable...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Philippe Autor Naert, Peter S.H. Leeflang
September 1, 1978

Research papers

A proposal to evaluate research projects

One of the most important responsibilities of decision makers and also of research managers, including marketing and social research managers as well, is to select the best research projects among alternative ones to be undertaken. To determine the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Kemal Kurtulu
September 1, 1978

Research papers

The industrialization of market research

The value for money issue is not a new topic, it is as old as Market Research (MR) itself. It has taken different shapes over time however, conditioned as it is by two sets of factors which have clearly followed a certain time path. The first set of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Arie van der Zwan
September 1, 1978

Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978

Research papers

Getting back to basics

We thus set out to find a panel of Self Determined Men in the U.K. whose life style, leisure activities, interests, values, attitudes, opinions, self-image, shopping, media habits and personality type we could study. Getting to know the personality,...

Catalogue: Seminar 1977: Ways And New Ways Of Data Collection
Authors: Barbara Mostyn, David Walters
November 1, 1977

Research papers

Organising market data for decision making through the development of mathematical marketing models

In this paper we concentrate on the explicit relation between models and market data. In order to formulate the subset of data to be stored in the date, bank three rather simple mathematical models are developed, namely: 1. A response model to...

Catalogue: Seminar 1977: Marketing Management Information Systems
Author: Peter S.H. Leeflang
June 15, 1977

Research papers

Marketing management information systems for market-oriented companies in centrally planned economy

At the beginning the formulation of a strategy of development of an economic system is presented as a background for Harkoting Information Systems being discussed in this paper. Using' the same illustration I will try to explain the process of...

Catalogue: Seminar 1977: Marketing Management Information Systems
Author: Janusz W. Gociski
June 15, 1977