Resources Library by ANA

Conformism and transformism (French)

Within the framework of a changing world, marketing products like quick frozen foods and ice cream are continuously confronted with improvements in the form of innovation and renovation. The possible changes concern naturally not only the intrinsic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Clement Forges

September 1, 1990

The game of information intelligence

This paper deals with the way a company, Philips, has organized its marketing information activities for communication and information systems. The concept of business intelligence is introduced as a way of organizing and controlling the enormous...

Catalogue: Seminar 1990: How To Cope With Data Overload

Author: Peter J.A. Groot

Company: Philips International

June 15, 1990

Marketing strategies as adopted by Ajinomoto in southeast Asia

The purpose of this paper is explaining to you our sales and marketing activities concerning "AJI-SO-MOTO" brand retail products in South East Asian countries.

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Keiichi Koseki

June 15, 1988

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

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Margaret Holmes, Martin West

June 15, 1986

Our struggle to penetrate the Japanese market and how we attained success

Japanese brand names such as Yamaha, Cannon, Sony, Toyota and a great many more dominate entire product categories in the Rest. Only a few companies and products seem to have been able to reverse the process and to establish themselves as household...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Kiygkazu Aizawa

Company: Nestlé

June 15, 1986

Sponsorship

The appropriate way of utilising sponsorship is therefore to consider it as one of the available communication tools, with its own characteristics and peculiarities, to be used alone or in conjunction with other communication elements like...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Alessandro Cristofani

November 6, 1985

The contribution of research to corporate and strategic planning

The essence of Volvo's strategic guidelines about people is more a matter of leadership than money. The more one gives, the more one receives in return. People both inside and outside the company must be the two key priorities. The result will be...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Göran Carstedt

June 15, 1985

The positioning of two leader magazines in the women's "A" and news magazines periodical market (Italian)

This paper illustrates the policies set by Arnoldo Mondadori to maintain its magazines continually in line with the cultural evolutions of the Italian society. A number of specific strategies within the "Women's Magazines A" and the "News Magazines"...

Catalogue: Seminar 1983: Publishing A Better Product

Author: Andreina Vanni

November 23, 1983