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Research papers

If only life was so simple!

This paper discusses the complex issue of price sensitivity analysis. The authors argue that the most effective method, currently available, of evaluating optimum pricing for established brands is conjoint analysis or trade off. The paper brings...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Stephen Factor, Gilles Hustaix
Company: Burke, Inc.
June 15, 1991
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Citation

Factor and Hustaix (1991a, June 15). If only life was so simple!. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/if-only-life-was-so-simple-


Research papers

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992
Author: Jon Wilkinson
June 15, 1990
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Citation

Wilkinson, J. (1990a, June 15). Back to the future. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/back-to-the-future