Resources Library by ANA

The changing role of fairs and exhibitions as marketing forums in East-West economic relations

I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Gusztáv Holló

June 15, 1985

Competitor analysis by patient monitoring

The development of market research and marketing shows us that, based on a series of market research results, the patient is playing an ever larger role in the marketing strategies of the pharmaceutical industry. We can see that the patient receives...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Authors: Ingrid Köpl, Gerd Bögel

Company: Marplan Forschungsgesellschaft mbH

February 27, 1985

Service quality in corporate markets

Marketing research is playing an increasingly important role in corporate financial markets in the 1980's and is helping in the formulation of marketing strategy, in new product development and in advertising creative development and campaign...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services

Author: Mervyn Flack

February 1, 1985

The winning marketing strategy of a Japanese company in a tough environment

After a brief history of marketing in Japan, the market environment and the strategy of Japanese companies in 1983 is discussed, as the first subject of the presentation. Japanese marketers believe that innovative product development is the most...

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

Author: Shoji Murata

June 15, 1983

Management perspective in long range planning

I would like to address my remarks today to the evolution of long-range planning within Levi Strauss International, how we've increased our focus on strategic planning and the role that marketing research has played in the process. We all have our...

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

Author: Thomas Tusher

Company: Levi Strauss & Co.

June 15, 1983

Me too and us

This paper attempts to see how market researchers can plan to make use of this third emotional image area to help sell their products. There are perhaps some consumer marketing practices from which pharmaceutical companies could learn. We try to...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Colin N. Maitland

June 15, 1983

Amoco (U.K.'s) use of the R.B.L.

This paper is concerned with the R.B.L.-Forecast Motorists Diary Panel and sets out to illustrate how Amoco, a relative newcomer to the U.K. petrol market, has made effective use of the panel data in its development programme. The first part of the...

Catalogue: Seminar 1982: The Effective Use Of Panels

Authors: Maureen Johnson, Robin Cornell

June 15, 1982

Strategic marketing in times of shortages

This paper suggests a model for strategic marketing planning in times of shortages, and outlines the information requirements that are necessary as input to the model. This paper is based on the available literature, as well as on an exhaustive study...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Nicolas Papadopoulos

June 15, 1982

New product buying behaviour

The purpose of this paper is to try to identify behavioural intentions to accept new products by buyers in intermediate organisations in the channel of distribution for grocery products. Four new products are offered using the technique of simulation...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: David A. Yorke

October 1, 1981