Resources Library by ANA

Product life cycle (Italian)

This paper questions the concept of product life-cycle, and makes the point that in both theoretical and practical marketing it has often been used as an excuse for non-action. The analogy with human life has only served to reinforce it as a valid...

Catalogue: Seminar 1983: Publishing A Better Product

Author: Giampaolo Fabris

Company: Demoskopea

November 23, 1983

Public service videotex in the 1980s

This paper outlines the nature of public service videotex. It describes both the medium and progress, and notes the reasons for lack of market progress. Changes in the marketing and management of the system have been introduced. These are discussed...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Barry J. Witcher

June 15, 1981

Accommodation and flexibility

At the outset, advances in electronic publishing proved to be a boon to print publishers. Computerized typesetting and similar developments permitted us to deliver a more attractive product on a more timely basis, and with a savings in labor costs....

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Samuel A. Wolpert

June 15, 1981

Trends in life style and their application for publishing

Today, trend research can no longer be conceived in terms of updating motivations, attitudes and interests, but must also be understood as determination of reaction patterns to given environmental conditions. Based on continuous observation of the...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Rudolf Sommer

Company: Basis-Kontakt GmbH

June 15, 1981

The launch of the Harmony collection in Italy

This paper shows the possible application to certain publishing sectors of some Market Research methodologies already tested in the Marketing of consumer goods. In this particular case, the Market Research programme carried out before launching the...

Catalogue: Seminar 1981: Publishing in the 1980's

Authors: Guido Colonna, Arnaldo Aisa, Camillo Dagradi

June 15, 1981

Magazine covers as a flexible marketing tool

Up to now magazine covers have only been used to attract attention and to protect the inside of a magazine. With the help of a new technical complete manufacturing system - the DOOR-SYSTEM - it will be possible to employ the cover economically as a...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Wolfgang A. Reinhardt

June 15, 1981

Researching the market for new publications

In launching new publications use can be made of desk research, qualitative research and quantitative research. Desk research tends to be used purely to help set advertisement rates, and make estimates of circulation/readership. Existing data sources...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Nigel Spackman

June 15, 1981

Successful launches between 1970-1980 in West Germany and UK

In the 17 West European countries - accounting for about 345 million persons, speaking 15 different languages - there are approximately 7,4 consumer magazines, with a total circulation of 260 million copies. Besides the Federal Republic of Germany,...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Bernd Reichstein

June 15, 1981

What if..?

The purpose of this lecture is to give an impression of the possibilities which are open to the magazine publisher through the use of computer-models. They are pieces of electronic equipment which give the publisher a chance of seeing how his...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Peter Rosendahl

June 15, 1981