Resources Library by ANA

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander

September 1, 1999

Targeting the lower end of the pyramid

This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: B. Satya Prakash

June 15, 1998

Construction of otherness via cross-cultural advertising

This paper focuses on the question of semiotics of brand communication. Lotman's’ concept of semiosphere and three types of semiotic relations between imagined our brand and other brands, hindering the brand's acceptance in particular market,...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: Triin Vihalemm

Company: KANTAR TNS Malaysia

November 1, 1997

Heat, misery and mosquitoes

The paper describes a multi-country study carried out on behalf of SmithKline Beecham International by Complete Market Research. The aim of the study was to explore the anti-malarial market in several developing countries, and to identify potential...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Authors: Carole Abbotts, Georgina Butcher

Company: GSK

June 15, 1997

Supermarkets and the small independent retailer

The paper deals with the Indian experience of supermarkets unable to significantly impact on the retail structure, and the simultaneous growth of the small independent retailer, especially in fast moving consumer goods. It attempts to hypothesize the...

Catalogue: Seminar 1997: The Changing Retail Scene

Authors: Amit Roy, Sujit Das Munshi

June 15, 1997

How to cope with sensitive issues in market research

The primary purpose of this paper is to illustrate the implication of sampling, recruitment and respondent interviews when conducting research on ‘sensitive’ topics in the global marketplace. The paper will discuss how cultural...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Author: Mila C. Montemayor-Orr

June 15, 1997

Marketing and research today (February 1997)

Early in December 1996, ESOMAR organized a major international conference in Hong Kong. Thiswas the first event of its kind the Society has held in this part of the world and, judging by the response,the interest in future conferences and seminars is...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

February 1, 1997

Retail audit for durable goods

This paper will concentrate on consumer electronics products and proposes to investigate three main topics: 1. Why develop into retail research in China? 2. The operational issues faced in China when developing into retail research. 3. The...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Lionel Marquie

Company: GfK

November 1, 1996

The growth of the region

This paper examines examples, primarily from the Asian Business Readership Survey or ABRS, which illustrate how international media research not only tells us about the latest audience figures for the media measured, but, when viewed long term, also...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Katherine Page

November 1, 1996