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Research papers

Brand equity

Brand Equity is a critical component of corporate value. It has been estimated that at least 15% of corporate profits are direct results of branding. Understanding brand equity contributes to appreciating the TRUE asset value of a corporation,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Mansour Elganady
January 1, 1994
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Citation

Elganady, M. (1994a, January 01). Brand equity. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/brand-equity-4227


Research papers

The contribution of strategic market research to the development of successful brand and communication strategies

The marketing world is changing faster than ever. Complexity and instability are growing rapidly: markets are fragmenting, consumers get more and more pretentious and unpredictable, traditional marketing strategies seem to be without effect Therefore...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Author: Uwe Munzinger
September 1, 1993
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Citation

Munzinger, U. (1993a, September 01). The contribution of strategic market research to the development of successful brand and communication strategies. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/the-contribution-of-strategic-market-research-to-the-development-of-successful-brand-and-communication-strategies


Research papers

CS research as a basis for CS strategy

This paper describes the experiences of a local distributor for the firm Mitsubishi when adopting a CS strategy in the fiercely competitive market of the Canary Islands where all the Japanese makes of vehicles have for some time been openly vying...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Authors: Fernando Saenz-Marrero, Gert Jung
June 15, 1993
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Citation

Saenz-Marrero and Jung (1993a, June 15). CS research as a basis for CS strategy. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/cs-research-as-a-basis-for-cs-strategy


Research papers

Sales performance improvement at point of sale

The cases of many distribution organisations show that the strategy decided by firms is often very far removed from the realities of sales points. Operational management is often that which poses the most difficulties, not only because the strategic...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Author: Bertrand Venard
June 15, 1993
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Citation

Venard, B. (1993a, June 15). Sales performance improvement at point of sale. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/sales-performance-improvement-at-point-of-sale


Research papers

Understanding the effects of recession on retail location strategy

This paper has been prepared from both personal and corporate experience in the application of research and analysis techniques to increase the effectiveness of retail operations. This has allowed retailers to match their services to their customers...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Author: Mark Mulcahey
June 15, 1993
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Citation

Mulcahey, M. (1993a, June 15). Understanding the effects of recession on retail location strategy. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/understanding-the-effects-of-recession-on-retail-location-strategy


Research papers

Gaining a competitive edge

This paper discusses the need for supplementing the research you do on your customers with research on your competitors. This approach will provide your firm with a more complete database upon which to formulate its strategies and tactics. The paper...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: John S. Chapman
June 15, 1992
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Citation

Chapman, J. S. (1992a, June 15). Gaining a competitive edge. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/gaining-a-competitive-edge


Research papers

Assessing marketing opportunities- The benefits of integrating the qualitative and the quantitative

The paper demonstrates, according to a step by step procedure, how research relative to a car launch was thought of, in terms of strategic objectives first, then how an approach integrating the qualitative and the quantitative was selected second, as...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Vic C. Lemmens, Joseph Khoury
June 15, 1992
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Citation

Lemmens and Khoury (1992a, June 15). Assessing marketing opportunities- The benefits of integrating the qualitative and the quantitative. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/assessing-marketing-opportunities--the-benefits-of-integrating-the-qualitative-and-the-quantitative


Research papers

The changing process of innovation

In today's high-speed markets companies are having to learn new ways of handling the process of innovation. This paper examines the reasons for this change, and the ways that some automobile companies are introducing their own forms of high-speed...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Richard Brookes
June 15, 1992
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Citation

Brookes, R. (1992a, June 15). The changing process of innovation. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/the-changing-process-of-innovation


Research papers

Development of a rotation strategy for the New Zealand peoplemeter panel

The original contracts between AGB McNair and the broadcaster subscribers, TVNZ and TV3, called for the New Zealand PeopleMeter Panel to be replaced after two years of operation (i.e. in May 1992). The rationale for this clause in the contracts was...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: Peter J. Danaher, Terence W. Beed
June 15, 1992
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Citation

Danaher and Beed (1992a, June 15). Development of a rotation strategy for the New Zealand peoplemeter panel. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/development-of-a-rotation-strategy-for-the-new-zealand-peoplemeter-panel