Resources Library by ANA

Changes in marketing, social policy and management to achieve the Europeanisation of business in the 1990's (French)

Our real starting point is Europeanisation. We are not asking questions about the future of Europe, about economic Europe, scientific Europe, social Europe, political and institutional Europe, or even monetary Europe. What exactly do we mean by...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques Paitra

June 15, 1991

Die European via de vivre (French)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Pascal Fleury

June 15, 1991

The message is (or may be) the medium... But is certainly not the message! (French)

Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

June 15, 1991

Patterns of TV watchers (French)

This report offers a new approach to the question of behavior patterns in television viewing, which we term TELEMODES. The approach involves a typology consisting of six types (or modes). The typology was developed in 1988 in the framework of...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Laure Schapira

Company: Mediametrie

June 15, 1991

Young europeans and tobacco (French)

In June/July 1990 a sample survey using a single questionnaire was conducted simultaneously In all 12 Member States of the European Community to assess the attitudes and behaviour of the younger generation with regard to tobacco. The survey formed...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques-René Rabier

June 15, 1991

Conformism and transformism (French)

Within the framework of a changing world, marketing products like quick frozen foods and ice cream are continuously confronted with improvements in the form of innovation and renovation. The possible changes concern naturally not only the intrinsic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Clement Forges

September 1, 1990

How to measure and improve the performance of the marketing research function within user companies? (French)

This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Denis Lindon, Jean-François Boss

September 1, 1990

Readership moods with French news magazines (French)

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

Global communication (French)

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989

Author: Yves Krief

Company: SORGEM IMR

September 1, 1989