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Research papers

The shepherd and the cowboy

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication.It describes the values of young people in the MENA region, how these impact on their aspirations and expectations...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Othman Ouazzani, Nandini Roy
Company: The Coca-Cola Company
November 5, 2003
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Citation

Ouazzani and Roy (2003a, November 05). The shepherd and the cowboy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-shepherd-and-the-cowboy


Research papers

How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

Catalogue: Latin America 2002
Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
May 12, 2002
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Citation

Moiguer, Karol, Soto, Bargagna and Petris (2002a, May 12). How many countries are there in one country? . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-many-countries-are-there-in-one-country-


Research papers

Strategic marketing information system

This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Ricardo Calva, Libier Gomez, Salvador Garza
Company: The Coca-Cola Company
May 1, 1997
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Citation

Calva, Gomez and Garza (1997a, May 01). Strategic marketing information system . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/strategic-marketing-information-system-


Research papers

Research findings and the creative process

This paper discusses some factors involved in a communication gap between clients and creatives in the development of advertising. It is almost a truism to say that communicating even within the communication industry is more complex these days. One...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: Richard S. Halpern, Elizabeth H. Nelson
Companies: The Coca-Cola Company , KANTAR TNS Malaysia
January 26, 1983
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Citation

Halpern and Nelson (1983a, January 26). Research findings and the creative process. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/research-findings-and-the-creative-process


Research papers

The position and role of research within strategic marketing planning

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Richard S. Halpern
Company: The Coca-Cola Company
August 23, 1981
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Citation

Halpern, R. S. (1981a, August 23). The position and role of research within strategic marketing planning. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-position-and-role-of-research-within-strategic-marketing-planning


Research papers

Competence of marketing research within larger companies

The role of marketing research within larger companies varies widely. The aim of this paper is to evoke a discussion on ways to improve the status of the company researcher in the decision making process. The paper describes the place of marketing...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: B. A. Devin, F. Maat, M. C. Leitner, R. Mielke
Company: The Coca-Cola Company
September 1, 1980
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Citation

Devin, Maat, Leitner and Mielke (1980a, September 01). Competence of marketing research within larger companies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/competence-of-marketing-research-within-larger-companies


Research papers

BASIS

The mnemonic BASIS stands for Bottlers’ Accounting and Sales Information System. It is a computer software package designed and supported by The COCA-COLA Company and its purpose is to enable franchised bottlers of Coca-Cola to economically use...

Catalogue: Seminar 1977: Marketing Management Information Systems
Author: H. W. Stahel
Company: The Coca-Cola Company
February 2, 1977
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Citation

Stahel, H. W. (1977a, February 02). BASIS. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/basis


Research papers

Advertising works

Today, we want to share with you some new and exciting advertising research that The Coca-Cola Export Corporation, and Seymour Smith Associates have conducted in the past year. It is new in the sense that it marks the first adaptation of the T-Meter...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: Theodore Nowak, Seymour Smith
Company: The Coca-Cola Company
June 15, 1971
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Citation

Nowak and Smith (1971a, June 15). Advertising works. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-works


Research papers

A continuing world-wide research programme

This paper is not intended to be a technical contribution, although we will comment on some techniques and methods that we use. Rather, our purpose today is to focus upon the development, implementation and administration of a global multi-country...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Theodore Nowak, William J. Wilson
Company: The Coca-Cola Company
June 15, 1971
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Citation

Nowak and Wilson (1971a, June 15). A continuing world-wide research programme. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-continuing-world-wide-research-programme