Resources Library by ANA

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000

Authors: R. Scott Evans, Pat Richards

July 1, 2000

Genius loci

The paper describes the future of ethnic marketing and the implications for marketing and strategies that can be adopted in ethnically diverse markets. It explores the impact that the conciliation between local and global will generate changes to the...

Catalogue: Ethnic Marketing 2000

Author: Francesco Morace

Company: Future Concept Lab s.r.l.

July 1, 2000

The impact of ethic marketing for a banking business

This paper presents the innovative strategy of GWK, an important Dutch banking business. It demonstrates that small target groups can also be beneficial if there is a good combination between a specific product, like Western Union, and a specific...

Catalogue: Ethnic Marketing 2000

Authors: Cees van Eijk, Monique van der Plas

July 1, 2000

A method for evaluating the importance of perceived attributes

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Daniel Bachelet, Joseph Lion

June 15, 1998

Kao's marketing strategy and marketing intelligence system

Kao was established in 1890. From the first, we embraced a philosophy of considering product development and production as marketing variables based on the dictum that a good soap can be made only from 'good material'. There- after, we expanded this...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Masashi Kuga

June 15, 1988

Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region

This paper tells the story of how, using a number of already available surveys, a marketing and communications strategy was devised for an area that was historically better known as a coal and iron and steel industrial complex than as a touristic...

Catalogue: Seminar 1988: Travel And Tourism Research

Author: Mike E.C. Larbalestier

May 4, 1988

Spain: Everything under the sun

This paper explains the information system used in devising the marketing plan for Spanish tourism and adjusting the global marketing strategy to meet future needs. Because the objectives of the marketing plan for Spanish tourism were to: design a...

Catalogue: Seminar 1988: Travel And Tourism Research

Authors: Josep Chias, Eulogio Bordas

May 4, 1988

Changing the name of a newspaper

The 'Gelderlander' is the largest regional newspaper in the Netherlands. One of the major editions (circulation 36.000 copies) is distributed inthe city of Arnhem (20 kilometers to the north of Nijmegen) and its surrounding area. For historical...

Catalogue: Seminar 1987: Publishing For Optimum Profit

Authors: Filip van Dijk, Leendert van Meerem

November 25, 1987

Services are men affairs marketing through

Let us just think about the specificity of services : how to manage, and how to implement a much more efficient marketing and strategy for a service company.

Catalogue: Seminar 1987: Strategies For Service Management

Author: Jean Luis Brousse

June 15, 1987