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Research papers

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Kirsty Fuller, Martin Rippon
Companies: RDSi, Levi Strauss & Co.
June 15, 1994

Research papers

Marketing research

Since the Treaty of Rome, there has been a considerable number of marketing studies concerning Europe: six countries were sometimes concerned, during the sixties. Nowadays respondents quite often represent twelve nationalities. The development of...

Catalogue: Seminar 1993: Marketing And International Research
Authors: Clement Forges, Denis Bogaerts
June 15, 1993

Research papers

The European market for electrotechnical goods

After opening of the borders of the Western European Community in 1993 still many differences remain. Where many companies look at Europe as a whole, business -especially retail business- stays a local operation. How can the several retail and...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Authors: Leon Beusenberg, Hans Bouman
Company: GfK
June 15, 1993

Research papers

European agriculture in transition

The uncertainties facing European agriculture have rarely been greater. The combination of the Reform of the Common Agricultural Policy (CAP), the agricultural negotiations in the Uruguay Round of the General Agreement on Tariffs and Trade (GATT) and...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Allan Buckwell
June 15, 1992

Research papers

The effects of trade development on marketing in the Nineties

The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Gunter Redwitz
Company: GfK
June 15, 1992

Research papers

The Eurobuyer

Most of the published reports about the effects of 1992 relate to consumer goods and services, to the neglect of the very large business-to-business sector. Success in the Single European Market will depend on a good understanding of a. the...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Alan Wolfe
June 15, 1992

Research papers

Crop protection and agriculture in the year 2010

In the past "customers" of market research were above all Product Management and Board Members. Lately there has been an increasing demand by R&D. Due to increasing research costs, R&D is facing higher pressure for success. This is why there is an...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Angelika Adner
June 15, 1992

Research papers

Intelligent building

This paper will be focused on the illustration of the use done by the subscribers of a multiclient study on the European market of Intelligent Building - vendors of technology and large owners of buildings - of the results of this study. A short...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Roberto Taranto
June 15, 1992

Research papers

More media, more data, more confusion?

In the 90’s, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries....

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1992