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Research papers

Salesplan

In this paper, a Decison Support System is presented that enables the decision-maker to make optimal use of existing marketing research data in the area of fast-moving consumer goods. Many valuable market data are not analyzed in depth by the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Ole Stenvinkel Nilsson, Jørgen Kai Olsen
June 15, 1993
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Citation

Nilsson and Olsen (1993a, June 15). Salesplan. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/salesplan


Research papers

Market segmentation research

Segmentation research in the marketing literature is reviewed, focusing on a discussion of proposed bases and methods. Classifications of segmentation bases and of segmentation methods are provided. Segmentation bases are reviewed in terms of their...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Michel Wedel
June 15, 1993
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Citation

Wedel, M. (1993a, June 15). Market segmentation research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-segmentation-research


Research papers

The Canadian media directors' television council commercial awareness model

This manuscript discusses the development of the Canadian Media Directors Council (CMDC) Television Commercial Awareness Model. The CMDC model allows advertisers to estimate the awareness levels that are generated from television advertising media...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Marshall Rice, Brad Davis
June 15, 1993
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Citation

Rice and Davis (1993a, June 15). The Canadian media directors' television council commercial awareness model. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-canadian-media-directors-television-council-commercial-awareness-model


Research papers

Metaloyalty as an instrument in managing direct marketing

By defining METALOYALTY a contribution to the clarification of a diversity of loyalty definitions and concepts has been outlined.This cuticle is divided into two parts: First we will focus on the process leading to the definition of metaloyalty and...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Gorm Kunøe
June 15, 1993
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Citation

Kunøe, G. (1993a, June 15). Metaloyalty as an instrument in managing direct marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/metaloyalty-as-an-instrument-in-managing-direct-marketing


Research papers

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Pierre Valette-Florence, Bernard Rapacchi
June 15, 1993
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Citation

Valette-Florence and Rapacchi (1993a, June 15). Optimum stimulation level and means-end hierarchies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/optimum-stimulation-level-and-means-end-hierarchies


Research papers

Information based decision making in pricing

This paper discusses two well-known experimental procedures which can be used as a basis for demand-oriented pricing, v.z. Gabor-Granger-procedures and Brand Price Trade Off-analyses. It demonstrates our experiences with these methods, while the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Peter S.H. Leeflang, Michel Wedel
June 15, 1993
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Citation

Leeflang and Wedel (1993a, June 15). Information based decision making in pricing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/information-based-decision-making-in-pricing


Research papers

Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach

The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Gilles Laurent, John D. C. Little, Isabelle Le Roy
June 15, 1993
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Citation

Laurent, Little and Le Roy (1993a, June 15). Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/diagnosing-feedback-vs-heterogeneity-in-consumer-loyalty-a-non-parametric-approach


Research papers

A new approach to measuring the customer's relationship with the brand

The paper describes a research tool- the Conversion Model -which is now being widely used in the USA, but is still relatively unknown in Europe. Essentially what the model does is to define the people in any given universe according to their...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Roger S. Parkyn
June 15, 1992
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Citation

Parkyn, R. S. (1992a, June 15). A new approach to measuring the customer's relationship with the brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-approach-to-measuring-the-customer-s-relationship-with-the-brand


Research papers

Optimization of distribution channels

The distribution is analysed traditionally by two types of modeIs. The first type is economic. The economists have tried to justify the agents ' presence in the distribution channels. Two functions are filled by the intermediaries for the exchange of...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Author: Bertrand Venard
June 15, 1992
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Citation

Venard, B. (1992a, June 15). Optimization of distribution channels. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/optimization-of-distribution-channels