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Research papers

Managing media planning and brand positioning across media platforms

A new tool, Touchpoint, uses co-branding theories to plan a media mix across platforms that best match the brand profile of an advertiser. This is done by matching the brand profile of the advertiser to that of a media vehicle through hundreds of...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Fredrik Nauckhoff, Per Asberg, Carl Hemmingsson
Company: Nepa
May 7, 2009

Research papers

Moving tracking studies on-line

This paper describes how the idea, set-up, test and the following transition of a large field data (100% open answers) process from telephone to the internet was carried out. It also describes what problems were encountered and how these were dealt...

Catalogue: Panel Research 2007
Authors: Fredrik Nauckhoff, Bo Mattson, Fredrik Östgren
Companies: Cint AB, Nepa
October 28, 2007

Research papers

Market and competitive intelligence

Market and competitive intelligence are derived from various management disciplines which are now converging to form a powerful new tool delivering considerable strategic competitive advantage. Market and competitive intelligence are therefore an...

Catalogue: Seminar 1999: Market and Competitive Intelligence
Author: Fredrik Nauckhoff
March 1, 1999

Research papers

Market intelligence

The purpose of market intelligence is to provide management with the facts, information and insights it needs to make rapidly the best, most efficient business decisions. Well organised, market intelligence can be a substantial source of competitive...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Fredrik Nauckhoff
September 1, 1998