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Research papers

The next decade

The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is...

Catalogue: ESOMAR Congress 1987
Author: Justus Veeneklaas
Company: Philips International
September 1, 1987
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Citation

Veeneklaas, J. (1987a, September 01). The next decade . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-next-decade-


Research papers

Overseas research

The paper relates a case history involving the development of a new range of small Philips colour televisions for overseas territories i.e. those outside Europe, the U.S.A. and Japan. Whilst such markets differ enormously, there are certain common...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Anton C. Jacobs, David N. Aldridge
Company: Philips International
June 15, 1986
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Citation

Jacobs and Aldridge (1986a, June 15). Overseas research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/overseas-research


Research papers

The commercial communications mix

This paper will discuss trends and issues in the commercial communications mix both at a mega-trend level and more specific in the fields of Advertising, Sales Promotion, Sponsorship, Public Relations, Direct Marketing and Personal selling, sponsored...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Robert Riphagen
Company: Philips International
November 6, 1985
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Citation

Riphagen, R. (1985a, November 06). The commercial communications mix. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-commercial-communications-mix


Research papers

Sponsorship

The objective of this paper is to demonstrate: 1. The need for correct and detailed definition of objectives for sponsorship; 2. The possibilities that proper (marketing) research offers to measure the effects of a sponsorship.

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Franz Kohl, Ton Otker
Company: Philips International
November 6, 1985
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Citation

Kohl and Otker (1985a, November 06). Sponsorship. ANA - ESOMAR. Retrieved April 27, 2024, from


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


Research papers

Closing of the seminar

Some remarks on what we called below-the-line. It seems to me that this area has reached a more developed status from the research point of view. Still there is room for improvement, especially: We observe that cumulated experiences lead to learning...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Mario van Hamersveld
Company: Philips International
November 6, 1985
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Citation

van Hamersveld, M. (1985a, November 06). Closing of the seminar. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/closing-of-the-seminar


Research papers

Introduction to the seminar

We will be discussing the use of promotion and sponsorship in the marketing mix, dealing with the state of the art and trends. And, of course, within the framework of the ESOMAR umbrella, we will pay particular attention to roles of research in...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Mario van Hamersveld
Company: Philips International
November 6, 1985
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Citation

van Hamersveld, M. (1985a, November 06). Introduction to the seminar. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/introduction-to-the-seminar-2686


Research papers

The index method

In this paper, a classification method (the index method) is proposed which aims to discriminate between members of two groups (e.g. buyers and non-buyers). The index method is compared with two-group discriminant analysis which is a standard and...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Leendert de Jonge, Walle M. Oppedijk van Veen
Company: Philips International
June 15, 1984
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Citation

de Jonge and Oppedijk van Veen (1984a, June 15). The index method. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-index-method


Research papers

Research for more effective product assortment decisions

The main purpose of this paper is to describe how specific research methods were used to support the decision making regarding the very recent introduction of new cooking equipment on the Dutch market. Specific characteristics of this market...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: René Striekwold, Wytze J. Feringa, Rob R. van den Heuvel
Company: Philips International
June 15, 1984
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Citation

Striekwold , Feringa and van den Heuvel (1984a, June 15). Research for more effective product assortment decisions. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/research-for-more-effective-product-assortment-decisions


Research papers

The innovation process in consumer electronics

The innovation process in the consumer durables sector has a number of specific characteristics. This paper highlights a number of aspects of new product developments as far as consumer electronics are concerned. First, a number of general market...

Catalogue: Seminar 1979: New Product Development
Author: Mario van Hamersveld
Company: Philips International
October 1, 1979
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Citation

van Hamersveld, M. (1979a, October 01). The innovation process in consumer electronics. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-innovation-process-in-consumer-electronics