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Research papers

A method for evaluating the importance of perceived attributes

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Daniel Bachelet, Joseph Lion
June 15, 1998

Research papers

Kao's marketing strategy and marketing intelligence system

Kao was established in 1890. From the first, we embraced a philosophy of considering product development and production as marketing variables based on the dictum that a good soap can be made only from 'good material'. There- after, we expanded this...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Masashi Kuga
June 15, 1988

Research papers

Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region

This paper tells the story of how, using a number of already available surveys, a marketing and communications strategy was devised for an area that was historically better known as a coal and iron and steel industrial complex than as a touristic...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Mike E.C. Larbalestier
May 4, 1988

Research papers

Spain: Everything under the sun

This paper explains the information system used in devising the marketing plan for Spanish tourism and adjusting the global marketing strategy to meet future needs. Because the objectives of the marketing plan for Spanish tourism were to: design a...

Catalogue: Seminar 1988: Travel And Tourism Research
Authors: Josep Chias, Eulogio Bordas
May 4, 1988

Research papers

Changing the name of a newspaper

The 'Gelderlander' is the largest regional newspaper in the Netherlands. One of the major editions (circulation 36.000 copies) is distributed inthe city of Arnhem (20 kilometers to the north of Nijmegen) and its surrounding area. For historical...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Authors: Filip van Dijk, Leendert van Meerem
November 25, 1987

Research papers

Services are men affairs marketing through

Let us just think about the specificity of services : how to manage, and how to implement a much more efficient marketing and strategy for a service company.

Catalogue: Seminar 1987: Strategies For Service Management
Author: Jean Luis Brousse
June 15, 1987

Research papers

The image of a Western European country and its products in Japan

The Italian Institute for Foreign Trade (ICE) is a public organisation whose institutional tasks concern the promotion of the image of Italy and the development of foreign trade. At the time of the study the trade exchange between Italy and Japan was...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: Paolo E. Mazzoletti, Robert J. Wilk
Company: Marplan Forschungsgesellschaft mbH
June 15, 1986

Research papers

Integrating multi-country research into marketing strategy decisions

Multi-country marketing research studies are, by definition, complex projects. Conducting research on a consistent and comparable basis across countries with different cultures and different languages challenges all the researcher's skills....

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Donna Naeve
June 15, 1986

Research papers

Marketing strategy in a saturated market

In brief, the main objective of product strategies in a mature consumer market should be to achieve sales growth and a stable market share by creating new markets in one or both of two ways above: by launching new products that provide previously...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Tomiaki Nagase
June 15, 1986