Resources Library by ANA

The image of a Western European country and its products in Japan

The Italian Institute for Foreign Trade (ICE) is a public organisation whose institutional tasks concern the promotion of the image of Italy and the development of foreign trade. At the time of the study the trade exchange between Italy and Japan was...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: Paolo E. Mazzoletti, Robert J. Wilk

Company: Marplan Forschungsgesellschaft mbH

June 15, 1986

Integrating multi-country research into marketing strategy decisions

Multi-country marketing research studies are, by definition, complex projects. Conducting research on a consistent and comparable basis across countries with different cultures and different languages challenges all the researcher's skills....

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Donna Naeve

June 15, 1986

Marketing strategy in a saturated market

In brief, the main objective of product strategies in a mature consumer market should be to achieve sales growth and a stable market share by creating new markets in one or both of two ways above: by launching new products that provide previously...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Tomiaki Nagase

June 15, 1986

The changing role of fairs and exhibitions as marketing forums in East-West economic relations

I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Gusztáv Holló

June 15, 1985

Competitor analysis by patient monitoring

The development of market research and marketing shows us that, based on a series of market research results, the patient is playing an ever larger role in the marketing strategies of the pharmaceutical industry. We can see that the patient receives...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Authors: Ingrid Köpl, Gerd Bögel

Company: Marplan Forschungsgesellschaft mbH

February 27, 1985

Service quality in corporate markets

Marketing research is playing an increasingly important role in corporate financial markets in the 1980's and is helping in the formulation of marketing strategy, in new product development and in advertising creative development and campaign...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services

Author: Mervyn Flack

February 1, 1985

The winning marketing strategy of a Japanese company in a tough environment

After a brief history of marketing in Japan, the market environment and the strategy of Japanese companies in 1983 is discussed, as the first subject of the presentation. Japanese marketers believe that innovative product development is the most...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Shoji Murata

June 15, 1983

Management perspective in long range planning

I would like to address my remarks today to the evolution of long-range planning within Levi Strauss International, how we've increased our focus on strategic planning and the role that marketing research has played in the process. We all have our...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Thomas Tusher

Company: Levi Strauss & Co.

June 15, 1983

Me too and us

This paper attempts to see how market researchers can plan to make use of this third emotional image area to help sell their products. There are perhaps some consumer marketing practices from which pharmaceutical companies could learn. We try to...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Colin N. Maitland

June 15, 1983