Resources Library by ANA

Territorial marketing or marketing tailored to the needs of local government (French)

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988

Authors: Caroline Lioret, Denise Vaubrun

September 1, 1988

Promoting and managing innovation in future product development (French)

Car clinics, which were originally regarded as mere pre-launch precautions, have rapidly become tools for the development and styling of new vehicles. Such clinics are extensively practised by many car-makers, but their limitations have been shown up...

Catalogue: ESOMAR Congress 1988

Author: Daniel Leconte

September 1, 1988

Geographical segmentation (French)

Geographic segmentation is one of the latest new developments in market surveys. This method is aimed at answering two major questions: - in a given area, what is the consumption structure? are there geographical areas in which such and such a...

Catalogue: ESOMAR Congress 1987

Authors: Stephane Corre, Jean-Marie Bouroche

September 1, 1987

Advertising strategy and media mix under control (French)

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

September 1, 1987

Thresholds in brand awareness (French)

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987

Authors: Jean-Nöel Kapferer, Gilles Laurent

Company: IFOP

September 1, 1987

The qualitative approaches and their anticipatory function (French)

How can future factors be detected by a qualitative approach? Two considerations flow from that question: 1. The emergence of new experiences and perceptions remains latent in large part for lack of concepts, of mental images, of words to define them...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Jean Deslandes, Sylvie Motte

June 15, 1986

The researcher at the service of decision-making in collective build-up of the enterprise's project (French)

After summarily introducing the concept of ENTERPRISE'S PROJECT, the paper shows how useful it is to carry out psycho-sociological research in the build-up of the ENTERPRISE'S PROJECT; it puts in evidence the role of the researcher, acting in the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Pierre J. Burgaud

June 15, 1986

A marketing aid (French)

The purpose of this account is to set out the results of 3 years of concrete experience gained on this model and its simulation software. It breaks down into three main sections: I. The principle of the model insofar as concerns data collection and...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Christophe Riboud, Françoise Roussel, François Bourguignon

Company: IFOP

June 15, 1986

Consumer satisfaction as a marketing decision making tool for public transportation (French)

The RATP, a public service and autonomous enterprise, has always been concerned with "customer satisfaction". A consensus of usage has been created around this term by the RATP and the authorities to which it is responsible: who would not want to...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Michel Barjanski, Yves Evrard

Company: KANTAR TNS Malaysia

June 15, 1986