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Research papers

The new marketing

In recent years the traditional approach to marketing has been challenged by the new paradigm of Relationship Marketing. The meaning of Relationship Marketing is still being developed, in theory and in practice. The purposes of this paper are: 1. to...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Victoria Little, Richard Brookes
November 1, 1996

Research papers

The search for focus brand values across Europe

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Nick Bull, Martin Oxley
June 15, 1996

Research papers

How to increase sales through market research

We have a better understanding of our competitive position and can match the effectiveness of our sales, marketing and communications methods with competitors. Analysing, interpreting and acting on the data from the research group database has helped...

Catalogue: Seminar 1993: Competition In Publishing
Authors: Mike Cranidge, Robin J. Birn
June 15, 1993

Research papers

Managerial implications of relationship banking

Competitive pressures as well as the search for fee based incomes, mainly derived from cross-selling, have forced financial institutions to re-define their marketing strategies. Relationship banking has been perceived as a solution to these changes....

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Authors: Jean Perrien, Line Ricard
June 15, 1992

Research papers

The production of a 'consumer' based strategy plan for the Museum of Victoria

This paper will show how the tools of marketing research, marketing, financial analysis and strategic planning were used to assist in the repositioning of the Museum of Victoria. It will show how these tools heightened the realisation that the Museum...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Authors: Simon McCall, Malcolm Ellenport
June 15, 1990

Research papers

Changes in corporate market requirements

Companies and banks are confronted with the same problem of an uncertain economic environment. This presents both with a challenge. Banks first learned from past experience and imposed new guidelines for their assets and liabilities management. Most...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Patrick Horlait
June 15, 1985

Research papers

The importance of service management when entering into competition with other sectors

In the current situation of intensified competition with other financial institutions it is in my view necessary to gear the bank's marketing approach to the needs of the customers - and focus on their many different needs. Success is reserved to...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Lars von Bahr
June 15, 1985

Research papers

Getting close to the customer in the life insurance industry

This paper is about the growing marketing orientation of a certain sector of the market for personal financial services in New Zealand, the life insurance sector; and especially about the marketing orientation of a particular life insurance company....

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Emanuel Kalafatelis
February 1, 1985

Research papers

Changes in corporate market requirements (French)

Companies and banks are confronted with the same problem of an uncertain economic environment. This presents both with a challenge. Banks first learned from past experience and imposed new guidelines for their assets and liabilities management. Most...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Patrick Horlait
February 1, 1985