Resources Library by ANA

Developing and using a consumer panel to assist book marketing

This paper is divided into three sections. The first deals with some of the main points derived from the Adams Readers' Panel which bear on the title. The marketing of books is an order of magnitude more difficult than the marketing of most products,...

Catalogue: Seminar 1993: Competition In Publishing

Author: James Adams

June 15, 1993

Development of the automobile industry in Eastern Europe

This research project focuses on the entry of western European auto makers into eastern European markets and economies. Its purpose is to examine evolving competitive circumstances in the manufacture and marketing of automobiles and to explore the...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Cyril C. Ling

June 15, 1993

Fine fragrances

The paper considers some different factors which have influenced the marketing of Fine Fragrances and whether successful brands from the fast moving consumer goods market can provide any clues to improve the success rate in the Fragrance field....

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Gerry Landers

June 15, 1993

Magazines buying patterns

The national media researches base on readers much more than buyers of the copies: the issue is that there is a lack of market research data able to support marketing decisions regarding circulation level development and control. Readership surveys...

Catalogue: Seminar 1993: Competition In Publishing

Author: Giorgio Visintini

Company: Unicab Italia S.p.A

June 15, 1993

The need for cultural intelligence

Cultural intelligence as a basic capability of transnational business is a significant competitive advantage. It allows decision-makers to go the first step beyond 'hard' quantitative techniques and linear conclusions to the consideration of 'soft'...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Jeanne Binstock van Rij

June 15, 1993

Customer service research for the inland revenue

Among government departments in the United Kingdom, the Inland Revenue has been among the first to engage in a large scale, multi-stage programme of customer service research in accordance with the Government's Citizen's Charter initiative. This...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Pauline Eaton, Susan Blackall

June 15, 1993

How research is used to bridge the gap between consumers and product developers in order to optimise products

The increasing opportunities for development of cross-border business and the growing requirement for the major international client companies to rationalise their brands across the world has put renewed demands on international market research...

Catalogue: Seminar 1993: Marketing And International Research

Author: Vivien S. Wilton-Middlemass

June 15, 1993

From crunching numbers to adding value

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jörg Pauli

June 15, 1993

Myth or reality?

This paper discusses London Underground's continuous Customer attitude research program: known as the Customer Satisfaction Index (CSI). It is written in the spirit of describing the genesis of an actionable management information tool: one that now...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Mark G. J. Hodson, Robert Falconer

June 15, 1993