Resources Library by ANA

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1986

Improving the standing of manufacturers among their key retail accounts

This paper describes how the growing concentration of retail power has made it increasingly important for manufacturers to optimise their relations with their key customers in order to secure a more favourable position there. This need has stimulated...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Authors: Martin Simmons, Michael Hague-Moss

June 4, 1986

Changing distribution channel relationship in the Eighties

Yugoslavia nowadays has a powerful textile and garments industry which is relatively evenly spread throughout her territory and which unites more than a hundred years of experience on the one hand, and energy and initiative of a young industry on the...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Authors: Zivorad Zlatkovic, Mile Jovic

June 4, 1986

Resource-otp

In this paper we describe a rather unusual decision support system which has been developed to help managers to take various kinds of resource allocation decisions, has a knowledge base which comprises causal models and it has an optimisation based...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Authors: Madan G. Singh, R. Cook, Marcel Corstjens

June 4, 1986

Utilising the medium of contemporary music

To execute a successful sponsorship, it is essential that marketeers, identify, select and target their promotional activity in a skilful and selective manner. In the following paper we examine a major elusive target market, the youth, whilst...

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

Authors: Paul Pike, Dirk Spiers

November 6, 1985

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

Success or failure

Market research successfully developed tools to measure the effectiveness of below-the-line activities. These not only record reliably sales performance before, during and after promotions, but increasingly take into account "reason-why-data". Also...

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

Author: Harald Ruppe

November 6, 1985

Sales promotion

Sales Promotion is a strategic communications discipline at least for those client companies who use it properly. As a discipline it has a leading edge over most others in that it can be used tactically to produce a short term result but only within...

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

Author: Gerry Postlethwaite

November 6, 1985

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