Resources Library by ANA

Revue Française du Marketing (Octobre 2009)

La revue des définitions du marketing stratégique et de la stratégie marketing témoigne de plusieurs visions différentes, qui engendrent une confusion grandissante tant parmi leschercheurs que parmi les praticiens du...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

October 1, 2009

Mutatis mutandis- The business value of insights

ESOMAR's primary mission for the past 70+ years has been to safeguard and promote the interestsof the insights and data analytics profession. In recent times we have been paying a lot more attentionto the constituency of 'end-clients' (brand-owners)...

Catalogue: ESOMAR Publications

Author: Niels Schillewaert

August 14, 2020

Sharpening the act

This paper outlines a largely personal view of the challenges facing marketing researchers and their colleagues in pharmaceutical companies and the actions that deserve priority. Preparation of the paper has been assisted by discussions with senior...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Author: John S. Burton

June 1, 1995

The marketing concept in Hungarian enterpises

The epic economic and political transformation of Eastern Europe in 1989 has not been accompanied by sudden changes in underlying cultural values or managerial attitudes. As a result, the marketing concept in organizations is in a state of flux. This...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Wade Danis, Andrew C. Gross, Robert D. Hisrich

June 15, 1995

What are the problems facing business firms?

During 1962, my company - The Paul PLANUS organisation - carried out a survey on a sample of one in a hundred French business firms. Interviews were conducted with 160 firms. The purpose of the survey was to obtain information on the problems facing...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Yves Fournis

August 1, 1967

Some applications of operational research to the problem of advertising

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media...

Catalogue: ESOMAR Yearbook 1963-1964

Author: David Lowe-Watson

June 15, 1964

Characteristics of a successful retailer

This lecture is about successful retailers, we can also speak of lesser successful retailers. GfK has chosen to research diverse structures in the electrical retail trade to make a difference between successful and less successful valid. The best...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: Bert Groot-Enzerink

Company: GfK

June 15, 1989

The international approach of Laura Ashley

The major objective of this paper is to provide an indication as to the manner in which an internationally successful brand retailer views its approach to the expansion of its image and trading base in the international market place. The Laura Ashley...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: Mark L. Bunce

June 15, 1989

Mystery shopper research

Mystery shopper research (or mystery buyer research) is an often underestimated instrument with respect to its various applications. In industries where personal selling is the most important or one of the most important marketing mix variables, MSR...

Catalogue: Seminar 1991: Travel And Tourism Transition

Authors: Eric Sondervan, Ad Schalekamp

Company: NIPO

June 15, 1991