Resources Library by ANA

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Michael O'Donohue, Tamsin Addison

Company: McKinsey & Company

November 1, 2000

eHealth

This paper shows how with the aid of seven central questions, the potential success of ‘eHealth’ (the sale of medicines over the internet) can be ascertained and implications deduced for marketing. A survey of doctors, pharmacists and...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: Harald Hasselmann

Company: Ipsos MRBI

September 1, 2000

Understanding the prescribing decision

By understanding the role that patient factors play in the prescribing decision, pharmaceutical marketers will be better able to understand the behavior of their customers and in turn be better able to market their products to their...

Catalogue: ESOMAR Global Healthcare 2002

Author: David A. Luery

Company: KANTAR TNS Malaysia

June 15, 2000

Untangling the European web

Does online advertising belong on the media plan? In 1998 the answer was certainly yes, but to what extent? This issue is of increasing importance as clients are very well aware that traditional media are not as good as they used to be at reaching...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Susanna Rehbein, Jennifer Baum

June 15, 2000

The changing landscape of distribution channels

The Dutch financial industry makes increasing use of new distribution channels. This paper describes the degree to which this influences Dutch consumer attitudes and behaviours. The paper is based on findings from a semi-continuous study. It explains...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research

Author: Reg van Steen

September 1, 1999

Knowledge discovery for efficient relationship marketing

Today’s business environment is going through fundamental changes. Market saturation, increased commoditisation, shorter product life cycles and above all increased competition and business risks are influencing the way organisations see and...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research

Author: Wolfgang Schweiger

September 1, 1999

The leading edge

This paper describes the development of a model where, from a sample of the Leading Edge population segment, it can be determined which trends will have commercial value in the near future (maximum one to two years) when the Mainstream segment begins...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Nils Röhme, Niels Erik Folmann

September 1, 1999

Mapping strategic options for the Dutch consumer association

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Frits Spangenberg, Lex Liebregts

Company: Motivaction International B.V.

September 1, 1999

Researching the process of change

The paper sets out the broad processes involved in globalisation especially in the communications and media domains. While there are global changes happening there remain massive disparities in uptake and availability between markets. Equally ...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Authors: Michael Svennevig, Matt Houltham, Robert Towler, Julie Firmstone, Robin Brown

August 1, 1999