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Research papers

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994
Author: Ian E. Wood
June 15, 1994
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Citation

Wood, I. E. (1994a, June 15). Brands on market earth. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/brands-on-market-earth


Research papers

Your best customers are not those you have today

It will be argued that the problems, with customers, stem from change the pace of change is accelerating and it cannot be slowed down It is happening within our existing customers. Technology is playing but a part in this process. New Industries are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Philip Angle
June 15, 1994
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Citation

Angle, P. (1994a, June 15). Your best customers are not those you have today. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/your-best-customers-are-not-those-you-have-today


Research papers

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands
Author: Jean-Nöel Kapferer
June 15, 1994
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Citation

Kapferer, J. (1994a, June 15). Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/stealing-brand-equity-measuring-perceptual-confusion-between-national-brands-and-copycat-own-label-products


Research papers

Mystery shopping it volume products making the channel accountable

The paper will introduce some of the major marketing issues facing vendors of IT hardware and software. An increasingly competitive market environment is forcing such companies to consider the following key questions: What is the best mix of channels...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Jeffrey Peel, Alex Johnston
June 15, 1994
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Citation

Peel and Johnston (1994a, June 15). Mystery shopping it volume products making the channel accountable. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/mystery-shopping-it-volume-products-making-the-channel-accountable


Research papers

Andrex comes out of the closet

This paper deals with brand extensions. It looks at one of the largest brands in the UK and how it has been extended in four separate ways. It looks at the rationale for each extension and the problems that each one faced. Using the research...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Adrienne Yentis, Julian R. Bond
June 15, 1994
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Citation

Yentis and Bond (1994a, June 15). Andrex comes out of the closet. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/andrex-comes-out-of-the-closet


Research papers

End consumption of cement and ready mixed concrete

Cement is the base material for concrete. Ready mixed concrete is a rather homogeneous product which nevertheless has many uses. There is little reliable information available on the quantitative consumption of the products of the ready mixed...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Wim Kramer, Will J. A. Nelissen
June 15, 1994
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Citation

Kramer and Nelissen (1994a, June 15). End consumption of cement and ready mixed concrete. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/end-consumption-of-cement-and-ready-mixed-concrete


Research papers

Why has branding failed in the U.K. insurance industry?

This paper argues that, in spite of consistent levels of promotional support for UK insurance companies since they first began advertising on television in the mid-1970s, no strong insurance company brands have yet been established in the UK in 20...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Authors: Robert Watters, Douglas Wright
June 15, 1994
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Citation

Watters and Wright (1994a, June 15). Why has branding failed in the U.K. insurance industry?. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/why-has-branding-failed-in-the-u-k-insurance-industry-


Research papers

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Howard Biggs
June 2, 1994
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Citation

Biggs, H. (1994a, June 02). Systems determine markets. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/systems-determine-markets


Research papers

The role culture has in international pharmaceutical strategy

The aim of this paper is to outline some of the cultural issues which we as researchers need to take into consideration with regard to international pharmaceutical marketing research projects. The wealth of data available in the pharmaceutical arena...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Janet Henson, Bernadette Rogers
June 1, 1994
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Citation

Henson and Rogers (1994a, June 01). The role culture has in international pharmaceutical strategy. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-role-culture-has-in-international-pharmaceutical-strategy