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Research papers

The role of marketing research in formulation of development and marketing strategies for a spa resort in Ireland

The aim of this paper is to examine the role of marketing research in the formulation of marketing plans for Lisdoonvarna. The objectives of the study and the approach adopted are initially discussed. The results of the research and the implications...

Catalogue: Seminar 1977: Travel And Tourism
Author: Macolm Connolly
June 15, 1977
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Citation

Connolly, M. (1977a, June 15). The role of marketing research in formulation of development and marketing strategies for a spa resort in Ireland. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/the-role-of-marketing-research-in-formulation-of-development-and-marketing-strategies-for-a-spa-resort-in-ireland


Research papers

The role and implementation of international marketing research

International marketing strategies and styles vary widely from the marketing of almost identical brands through to the meeting of similar consumer needs across several countries via radically differing mixes of product, communication variables and...

Catalogue: Seminar 1976: International Market Research
Author: Philip D. Barnard
April 1, 1976
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Citation

Barnard, P. D. (1976a, April 01). The role and implementation of international marketing research. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/the-role-and-implementation-of-international-marketing-research


Research papers

The Hendry system

The Hendry system represents a total systems approach to the analysis of the marketplace. It is based on the existence of fundamental properties of consumer preferences and competitive market structures. The paper devotes a section to each of these...

Catalogue: Seminar 1975: Market Modelling
Author: Martin K. Starr
June 1, 1975
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Citation

Starr, M. K. (1975a, June 01). The Hendry system. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/the-hendry-system


Research papers

Classifying consumers in the 1970s

Classification is a core issue in market segmentation. Through the use of relevant criteria, manufacturers are enabled to assess whether or not particular markets are better treated as homogeneous or, rather, as composed of a heterogeneous collection...

Catalogue: Seminar 1972: Segmentation And Typology
Author: J. A. Lunn
June 15, 1972
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Citation

Lunn, J. A. (1972a, June 15). Classifying consumers in the 1970s. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/classifying-consumers-in-the-1970s


Research papers

A consumer segmentation using a standardised technology

The technology we are going to describe has been developed as a composite procedure, which retains flexibility, whilst solving the problems of interlocking complex interviewing and analysis systems. We have named this composite system, The Consumer...

Catalogue: Seminar 1972: Segmentation And Typology
Authors: Geoffrey M. Bickers, Gordon Haymes
June 15, 1972
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Citation

Bickers and Haymes (1972a, June 15). A consumer segmentation using a standardised technology. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/a-consumer-segmentation-using-a-standardised-technology


Research papers

Summary

The Seminar on Market Research and Tourism is coming to an end. Let me briefly summarise its achievements. The thing that has impressed me most at this seminar was the difference between the almost unlimited optimism of the air transport companies...

Catalogue: Seminar 1967: Travel and Tourism
Author: Werner Wyss
June 15, 1967
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Citation

Wyss, W. (1967a, June 15). Summary. ANA - ESOMAR. Retrieved May 07, 2024, from


https://ana.esomar.org/documents/summary