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Research papers

Moving forward with innovative research technology

In this paper, the authors take as their theme the growth of new product development research technology, and in particular simulated test market modeling in the U.S.A. Emphasis is not placed on the various models themselves but on the uses and...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: David Pring, Robert J. Burgess
June 15, 1988
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Citation

Pring and Burgess (1988a, June 15). Moving forward with innovative research technology. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/moving-forward-with-innovative-research-technology


Research papers

Fosters in klosters?

The world's major brewers, facing static or declining home markets, are seeking markets for their brands outside their home territories. In most cases these overseas markets can only be exploited at the expense of existing local brands, since few...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Tim S. Bowles, Rita Gallinari
June 15, 1988
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Citation

Bowles and Gallinari (1988a, June 15). Fosters in klosters?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/fosters-in-klosters-


Research papers

Kao's marketing strategy and marketing intelligence system

Kao was established in 1890. From the first, we embraced a philosophy of considering product development and production as marketing variables based on the dictum that a good soap can be made only from 'good material'. There- after, we expanded this...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Masashi Kuga
June 15, 1988
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Citation

Kuga, M. (1988a, June 15). Kao's marketing strategy and marketing intelligence system. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/kao-s-marketing-strategy-and-marketing-intelligence-system


Research papers

Innovative target market research

A great deal of the most innovative marketing and market positioning being done by major companies today is the result of a re-direction from mass marketing to targeted marketing by sector. To accomplish this in a cost effective way, new measures in...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Patricia Botwinick, Barbara R. Lewis
June 15, 1988
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Citation

Botwinick and Lewis (1988a, June 15). Innovative target market research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/innovative-target-market-research


Research papers

Is survey research keeping up with the benefits of technology?

The purpose of this presentation is to point out that survey research has not changed much over the last decade; it still takes a long time. Also, it still under-represents minorities, and that is emerging as a major problem. In contrast, numerous...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Robert J. Herbold
Company: Procter & Gamble
June 15, 1988
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Citation

Herbold, R. J. (1988a, June 15). Is survey research keeping up with the benefits of technology?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/is-survey-research-keeping-up-with-the-benefits-of-technology-


Research papers

Recent developments and future trends in marketing research in Japan using new electronic media

Five years ago, when there were heated discussions on emerging new electronic media in Japan, I wrote an article for a Japanese trade journal, in which I discussed possible use of new media for marketing research. The new media I discussed in the...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Kazuaki Katori
Company: NTT DATA SMIS
June 15, 1988
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Citation

Katori, K. (1988a, June 15). Recent developments and future trends in marketing research in Japan using new electronic media. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recent-developments-and-future-trends-in-marketing-research-in-japan-using-new-electronic-media


Research papers

Brand mapping

Quest International is an Anglo-Dutch Company and one of the largest suppliers of fragrances to the worldwide consumer goods industry, having been formed recently through the merger of PPF International and Naarden International. PPF has been working...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Juanita M. Byrne-Quinn, Michael M. Roe
June 15, 1988
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Citation

Byrne-Quinn and Roe (1988a, June 15). Brand mapping. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-mapping


Research papers

Potential effects of single-source research automation on future brand marketing and advertising research

This work has been undertaken to evaluate the desireability of single- source. In doing so a distinction has been made between:(a) single-source used for target marketing on the basis of data collection techniques(b) single-source used in adlab...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Robert van Gestel, Bill Blyth, Alfred E. Bronner, Maarten Hartsuiker, Dick Valstar
June 15, 1988
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Citation

van Gestel, Blyth, Bronner, Hartsuiker and Valstar (1988a, June 15). Potential effects of single-source research automation on future brand marketing and advertising research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/potential-effects-of-single-source-research-automation-on-future-brand-marketing-and-advertising-research


Research papers

Strong brand personality and multi-country appeal

Strong brand personalities seem to need deep roots into local culture, whereas multi-cultural ambitions rule out names with only specific geographically limited meanings. As names are expected today to concentrate much of the projected positioning,...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Olwen H. Wolfe
June 15, 1988
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Citation

Wolfe, O. H. (1988a, June 15). Strong brand personality and multi-country appeal. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/strong-brand-personality-and-multi-country-appeal