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Research papers

Do we really need brand equity?

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Paul Feldwick
September 1, 1996

Research papers

Data warehousing

This paper is a short summary of the major findings of a study based upon sixty-two case studies of organizations that have successful data warehouses in use at their sites. The in-person interviews that provide the basis of the study were conducted...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Edward O'Hara
September 1, 1997

Research papers

Developments in U.S. agricultural policy and implications for the European Community

The result of this compromise is a new five-year farm bill that sharply reduces support prices for virtually all commodities while maintaining many of the income support provisions contained in previous U.S. farm bills. The FSA85 was implemented with...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Author: John M. Urbanchuk
June 15, 1987

Research papers

Measuring an irrational entertainment

In this paper, Ian Fox, a Council Member of the Wexford Festival. Opera, Ireland, traces the evolution of research at the Festival. This started with a simple questionnaire in 1979 which was used to help formulate policy in the 1980s, to a more...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Author: Ian Fox
June 15, 1990

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

The world of the child

If the noise level in America seems to be rising these days, it may be because the baby boomers are in the middle of their own baby boom "echo." Men and women who were born in the years after World War II are now raising their own children. This new...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Penelope Queen
June 15, 1992

Research papers

The marketing problems in privatisation by means of initial public offering in Poland

Major economic changes are taking place in Poland, as in other East European countries. Privatisation of state owned enterprises is one of the most important elements of the economic reforms. Privatisation by means of Initial Public Offering (IPO) is...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: David Westover, Maciej Radziwill
June 15, 1993

Research papers

The EC policy for cereals

This paper outlines in very broad terms the current situation in the cereals market. The picture is one of a combination of high institutional prices and improved technology increasing industry output faster than it can be absorbed by Community...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Author: Nick Young
June 15, 1987

Research papers

Commercial assessment of resource allocation

This paper examines the benefits of using multi-disciplinary teams in the development of a new product. Particular emphasis is placed on the risk reduction benefits of a commercial orientation to decisions which have traditionally been made outside...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Simon Fitall
June 1, 1994