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Research papers

Consumer cognitions

This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Susan Baker
December 1, 1996

Research papers

New consumer marketing

This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Susan Baker, Peter Mouncey
September 22, 2002

Research papers

Integrated marketing communications

This paper focuses on the subject of Integrated MarketingCommunications. As marketers are observed moving away fromtraditional admass strategies, towards those that are more personalised,customer oriented and technology driven, IMC has emerged as...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Susan Baker, Helen Mitchell
November 1, 2000

Research papers

Market research

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Peter Cooper, Susan Baker
Company: QRi Consulting Ltd.
March 17, 2002