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Research papers

Study of attitudes and motivation of staff, particularly those who come into direct contact with customers

As in any large company, whether it be a financial institution or a firm in another sector altogether, a number of questions and therefore sometimes subjective, preconceived ideas exist regarding the efficiency of the sales network. The sales force...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Geneviève van Kesteren
June 15, 1982

Research papers

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook
Author: Martin Simmons
August 1, 1986

Research papers

New measures of advertising effectiveness

This paper describes the work undertaken by Family Circle magazine, in conjunction with Citicorp POS Information Services, and Simmons Market Research Bureau, to measure the effects of magazine advertising on the sales volume of advertised products....

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rebecca M. McPheters
June 15, 1991

Research papers

The role of the salesforce in strategic marketing

In this paper the authors, drawing on the experience of one of the world’s leading telecommunications suppliers, outline the role an organisation’s salesforce can play in helping to develop and shape marketing strategies. BT operates the...

Catalogue: Seminar 1992: Business To Business Marketing
Authors: David Brant, David Smith
Company: DVL Smith Ltd
June 15, 1992

Videos

Transforming an iconic brand to help customers navigate change in Japan

The world’s healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after...

Catalogue: ESOMAR Client Summit 2018- Autumn Edition
Author: Nisha Yadav
December 12, 2018

Videos

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018

Research papers

Efficiency analysis of a sales force

The purpose of this paper is to describe a method whereby the problem of salesforce efficiency can be solved. We have discovered how to deduce simple rules from available quantitative data and how the application of these rules can lead to a coherent...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Didier Truchot
August 1, 1975

Research papers

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018

Research papers

Turning results into action

This paper will discuss a highly successful and cost-effective direct-marketing/image campaign at MCTs Central Division that returned $299,000 in monthly revenue in six months on an initial investment of $16,000. The program was the result of...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Debra L. Zahay
June 15, 1992