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Research papers

It's what inside that counts

This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally. It covers the key issues and...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Jane Reid, Steve Crompton
Company: KANTAR TNS Malaysia
September 23, 2001
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Citation

Reid and Crompton (2001a, September 23). It's what inside that counts . ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/it-s-what-inside-that-counts-