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Research papers

Using marketing models for new product development in Asia Pacific

Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Roger M. Brookin, Oscar Schneersohn
June 15, 1998

Research papers

Glocalisation in Asia Pacific

This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Roger M. Brookin
Company: Unilever
June 15, 1992

Research papers

10 year's experience in using marketing models for new product development in Asia Pacific

Unilever has been actively launching new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing...

Catalogue: ESOMAR Congress 1988
Authors: Roger M. Brookin, Oscar Schneersohn
Company: Unilever
September 1, 1988