Resources Library by ANA

Relationship marketing competencies in the UK advertising industry

Relationship marketing provides an effective paradigm for analysing client/advertising agency relationships. A quasi-ethnograpic approach was utilised to select an appropriate visual model for evolving a survey tool. Agencies were rated highly for...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Ian Chaston, Jonathon Lace, Terry Mangles

November 1, 1996

The battle for loyal customers

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Kristof De Wulf, Patrick Van Kenhove

November 1, 1996

Opening markets and opening relationships in market research

In order to develop and implement effective marketing strategies, Western companies entering the East European countries should be well acquainted with the in-depth social and cultural processes that are taking place in these societies and how the...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Simeon Jelev, Kevin Duffey

Company: MAP Marketing Research Ltd.

September 1, 1995

Supporting the world's most competitive radio industry

This paper briefly reviews a history of radio research in New Zealand and describes the relatively strong position of radio within the media market. This strength has continued in recent years. The authors describe the fully integrated involvement of...

Catalogue: Radio Research Symposium 1995

Authors: John Gandar, Bev Davies-Cullen

July 1, 1995

Visual language as an integrated, multicultural medium for product design and testing: How to optimise the product-consumer-researcher client relationship

Visual language has become an invaluable integrated-multicultural communication medium between consumer and product, consumer and researcher, researcher and research user and research user and consumer. It is also a powerful aid for product design...

Catalogue: Seminar 1995: Successful Product Engineering

Authors: Clara Origlia, Giorgio Origlia

Company: Market Dynamics International srl

June 15, 1995

Research on tap

This paper discussed the relationship between a research buyer, Yorkshire Water, and a research provider, Robertson Bell Associates (RBA) Limited. It explores how this relationship has developed over time, and at how a flexible approach has been...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Christina Bennett, Paul Vittles

September 1, 1994

Information technologies and the new car marketing

In today's high-tech, high-speed markets, as organizations seek more effective ways to reach and hold increasingly unreachable and untenable customers, the application of information technologies (IT) to the processes of marketing has become an...

Catalogue: International Automotive Marketing Conference 1994

Author: Richard Brookes

June 15, 1994

The potential for direct delivery in the asset finance market

This paper presents some of the key findings from a qualitative research project conducted by NOP Corporate and Financial on behalf of Lombard Business Finance. The overall objective of the research presented in this paper was to determine the...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Nick Watkins, Lucy Baker

June 15, 1994

The relationship between primary producers and the processing sector

This paper employs a business-to-business relationship marketing perspective to investigating and quantifying the relationship between Australian grain growers and an agribusiness food processing firm. The next section provides the conceptual...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Michael O'Keeffe

June 15, 1994