Resources Library by ANA

The evolution of marketing

This paper proposes that marketing in different product sectors and in different national cultures changes over time in a consistent and predictable way. The progress from commodity selling to post-modern marketing is based on evolutionary...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Mary Goodyear

September 1, 1999

From Rugrats to Spice Girls

This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development. Research is described that regularly plots the popularity of characters among children over a number of years....

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Carrick James

October 22, 1997

Changing 'deliveryscapes' in marketing

Much is happening in the way firms are (re)organising in order to best manage marketing activity, in how companies are reshaping their marketing departments in the light of a changing marketing landscape, and in the manner they are structuring...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Aidan O'Driscoll

June 15, 1997

For now we see through a glass darkly

This paper considers developments in international and global marketing communications (marcoms). An international conference held in April 1996 served to identify several issues which appeared to be impacting upon marcoms in a generic sense, and,...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Philip Kitchen

June 15, 1997

Marketing in Asia

In this paper, we discuss research into marketing in Asia at three different levels, and briefly describe recent studies: Research into Asian markets; e.g. the acceptance of Australian native flowers and protea by Japanese consumers. Research into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Geoff Alford

November 1, 1996

Grounded theory

This paper sets out to explain and to critically evaluate how grounded theory can be utilised within marketing management settings. The key characteristics underlying qualitative research are outlined prior to a fuller explication of the methods...

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

Authors: John Connell, Andy Lowe

November 1, 1996

Information technology

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market...

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

Authors: Cor N. Molenaar, Frans W. Plat, Janny C. Hoekstra, Peter S.H. Leeflang

Company: Ogilvy

November 1, 1996

Market intelligence in the vehicle supply chain

The retailing of new motorvehicles is now in the process of major change, as the principles of lean manufacturing are extended to distribution. New supply systems should transform the selling process. Customer information gathered through the...

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

Author: Philip Wade

November 1, 1996

A buyer's perspective

Marketing in Asia Pacific is poised to enter a new phase of consumer demand, requiring different marketing skills and approach. At a basic level, brand marketing is about focusing on consumer needs rather than on manufacture ability. This concept is...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Kay Broadbent

November 1, 1996