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Research papers

Car talk

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008
Author: David G. Bakken
Company: Harris Interactive (Europe)
March 3, 2008
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Citation

Bakken, D. G. (2008a, March 03). Car talk. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/car-talk


Research papers

Delight or defection

Despite clear demands for better service, customers report almost no improvement in the last decade. Why?Companies too often ignore the dynamic people issues that truly affect customers' experience. Almost half the customers who defect leave because...

Catalogue: Automotive 2008
Authors: Charles Kirk, Jorg Hohnery
Company: Maritz Research
March 3, 2008
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Citation

Kirk and Hohnery (2008a, March 03). Delight or defection. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/delight-or-defection


Research papers

Sustaining personal mobility in the evolving urban living context

The symbiosis of developers (business), government agencies, and consumer desires is entering a new era in the US market, bringing the consumer lifestyle to places it has never been; but one might argue more inline with other global standards. The...

Catalogue: Automotive 2008
Author: Kevin M. Joostema
Company: GfK
March 3, 2008
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Citation

Joostema, K. (2008a, March 03). Sustaining personal mobility in the evolving urban living context. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/sustaining-personal-mobility-in-the-evolving-urban-living-context


Research papers

Grasping the moment of truth

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life, for example when car drivers are asked about...

Catalogue: Automotive 2008
Authors: Sigrid Schmid, Christoph Palmer
March 3, 2008
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Citation

Schmid and Palmer (2008a, March 03). Grasping the moment of truth. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/grasping-the-moment-of-truth


Research papers

Retaining after sales business at the branded automotive dealership

In many national economies the automotive business plays a major role. In Germany for instance 10% of the working population is in some way connected to the automotive industry. In automotive retailing the impressive turnover of automotive...

Catalogue: Automotive 2008
Authors: Dick Hage, Jurgen Verlee
March 3, 2008
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Citation

Hage and Verlee (2008a, March 03). Retaining after sales business at the branded automotive dealership. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/retaining-after-sales-business-at-the-branded-automotive-dealership


Research papers

Turning point of sale into an image and sales accelerator

In the car industry and when it comes to generalist brands (vs. niche/high end), we know that image is built through communication and particularly TV advertising. In many countries, the leading brand is actually the leading TV media spender. The...

Catalogue: Automotive 2008
Authors: Hubert Boulos, Renaud Degon, Eric Lemerle
March 3, 2008
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Citation

Boulos, Degon and Lemerle (2008a, March 03). Turning point of sale into an image and sales accelerator. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/turning-point-of-sale-into-an-image-and-sales-accelerator


Research papers

Marketing sustainable cars

Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal. Global automotive marketing has traditionally encouraged purchase and consumption choices that are optimal for particular individuals. Many of...

Catalogue: Automotive 2008
Authors: Richard Starr, Richard Brookes
March 3, 2008
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Citation

Starr and Brookes (2008a, March 03). Marketing sustainable cars. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-sustainable-cars


Research papers

Automotive dealerships in China

In recent years, China has surpassed Japan and the major European car markets, and rapidly become the second largest automotive market in the world. Only in the United States of America are more vehicles sold every year, and even this will change in...

Catalogue: Automotive 2008
Authors: Thorsten Amann, Klaus Paur
Companies: KANTAR TNS Malaysia, KPMG
March 3, 2008
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Citation

Amann and Paur (2008a, March 03). Automotive dealerships in China. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/automotive-dealerships-in-china


Research papers

Effectively managing the brand experience

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or...

Catalogue: Automotive 2008
Authors: Frederic Casellas, Pierre Gomy
Company: KANTAR TNS Malaysia
March 3, 2008
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Citation

Casellas and Gomy (2008a, March 03). Effectively managing the brand experience. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/effectively-managing-the-brand-experience