Resources Library by ANA

Consequences of the fall of the Purity Law (Reinheitsgebot) for the German beer market

In the following investigation a yet topical subject is taken up, namely the possible consequences for the beer market arising from the verdict of the European Court of Justice to repeal the purity law. The German beer market is a fragmented market...

Catalogue: Seminar 1990: Countdown to 1992

Author: Klaus D. Richard

Company: Nielsen

June 15, 1990

Excellent marketing

This paper reports a research effort to increase our knowledge of how excellent marketing can be assessed and identification of factors leading to success in the market place. The concept of excellence and of excellent in marketing in particular is...

Catalogue: ESOMAR Congress 1989

Authors: Kjell Gronhaug, Karl-Erik Warneryd, Flemming Hansen

September 1, 1989

Managing marketing productivity

In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and...

Catalogue: ESOMAR Congress 1988

Authors: David B. Learner, Fred Y. Phillips, John J. Rousseau

September 1, 1988

Validation of copy: Testing measures based on in-market performance

This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Author: David W. Olson

June 15, 1984

Forecasts in pharmaceutical product-groups

The findings presented in this performance refer to the sales-development of pharmaceutical product-groups in national markets. All findings are based on experimental experiences, combined with our know-how in long range forecasts. By the here...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Lothar W. Schirp

June 15, 1983

Impact of change on retail strategy, structure and performance

This paper focuses on the analysis of change across three distinct, but interrelated environments: i) consumer; ii) economic and iii) retailing. Past failures in retailing research have resulted from a lack of focus and direction and from attempts to...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Douglas J. Tigert

June 18, 1980

An evaluation of the use made of evaluation research in a national tourist board

The paper argues that this research, as well as providing a necessary check on the Board's marketing performance, should provide useful guidance to the creation of future marketing. In order to assess the extent to which such research has proved so...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Rodney A. Oliver

June 15, 1977

Summing up

Summary from the Seminar 1976 on "Research into distribution problems and consumer purchasing behaviour for the publishing industry".

Catalogue: Seminar 1976: Research Into Distribution Problems And Consumer Purchasing Behaviour For The Publishing Industry

Author: Edward W. Whitley

December 1, 1976

Research for progress, performance & profit

B.A.S.E. - Business Assessment Studies and Evaluation - is a market research based training package for improving retail outlet marketing and management skills for the profit of both the retailer and his suppliers. The system was developed to...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Roger Sargood

June 15, 1976