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Research papers
The Polish car market
In the 1989-1993 period, a profound revolution transformed the car market in Poland. In parallel to an economic bust and a drop in real incomes, the number of registered passenger cars grew by. Most of the newly registered vehicles were second-hand,...
Catalogue: CEE Conference 1995: Towards A Market Economy
Authors: Eugeniusz Smilowski, Jacek Mlynarski, Piotr Kwiatkowski
Company: KANTAR TNS Malaysia
April 1, 1995
Research papers
Let's take a new look at brand image measurement
The measurement and monitoring of brand image is a major requirement of marketing management and a major preoccupation among market researchers. It has been for almost fifty years. The ways in which brand image is measured have not changed much in...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Peter Sampson
Companies: Burke, Inc.,
September 1, 1994
Research papers
The map is not the territory
On April 2,1993, "Marlboro Friday" made the marketing world suddenly sit up and realize: BRANDS WERE DYING. What had gone wrong? This paper suggests an answer. The soldiers of the marketing wars, using marketing research as crutches, have splintered...
Catalogue: Seminar 1994: Building Successful Brands
Author: Philippe Boutié
June 15, 1994
Research papers
Image and soul
Our paper discusses the importance of image in the automobile industry. It begins by ascertaining how much money manufacturers typically spend in advertising, then other related communications disciplines. It is a substantial amount. We proceed to a...
Catalogue: International Automotive Marketing Conference 1994
Author: Philippe H. Defechereux
June 15, 1994
Research papers
Image development and consumer reality
The underlying thesis of this presentation is that effective and market-relevant image-building strategies can only be developed based on a precise understanding of consumer reality. An image cannot be determined and established arbitrarily; it must...
Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Author: Stephan Grünewald
Company: IFM Mannheim
June 15, 1994
Research papers
Research tools for business strategies
The paper highlights the commitment of General Motors to marketing research, not for the sake of doing research but as a tool for making decisions and taking actions on the marketing scene. It shows how research has paid off for General Motors and...
Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Roy Rutherford, Peter Wise, Joseph Khoury
January 1, 1994
Magazines
Marketing and Research Today (May 1993)
The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
May 1, 1993
Research papers
Validity of consumer predicting variables used in marketing research (Spanish)
This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
September 1, 1992
Research papers
