Resources Library by ANA

The effects of trade development on marketing in the Nineties

The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Gunter Redwitz

Company: GfK

June 15, 1992

Marketing product quality with country labels- The key to success or a risky adventure

This paper describes the results of a study about the "Made in ..." phenomenon, conducted in Japan, the United States, France, Germany, Italy and the UK. The first section summarizes the position of country labels in times of increasing international...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Rudolf Leibiger

Company: GfK

June 15, 1992

Audio- video- electro

In the annals of the history of business, the L980’s will undoubtedly be recorded as the decade of globalization. But like so many other aspects of that hyper-decade, the rhetoric of globalization often out-ran the reality. For the marketer...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Authors: Jean-Pierre Depasse, Raimund Gfrerer

Company: Nielsen

June 15, 1992

The decline and fall of manufacturer branding

Three propositions are presented: 1. Branding control is passing from the manufacturer to the retailer- Market power has moved historically from the wholesaler to the manufacturer and now lies with the retailer - Manufacturers will become suppliers...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: William Ramsay

June 15, 1992

Designing and implementing international joint marketing ventures

What are the specific events and decisions that actually occur in the identification, design, and implementation of joint ventures involving Western enterprises and East European enterprises? To answer this question a case study research program is...

Catalogue: Conference 1991: International Marketing Research

Authors: Arch G. Woodside, Jozsef Kandiko, Wilfried Vyslozil

June 15, 1991

Managing scanner data

In West Germany a retail scanner panel is successfully operated by an independent, non-profit organisation jointly owned by retailers and manufacturers. User companies now have easy and cheap access to raw retail panel data, gdp Marktanalysen...

Catalogue: ESOMAR Congress 1989

Authors: Clemens Steckner, Rainer Aldag

September 1, 1989

The international approach of Laura Ashley

The major objective of this paper is to provide an indication as to the manner in which an internationally successful brand retailer views its approach to the expansion of its image and trading base in the international market place. The Laura Ashley...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: Mark L. Bunce

June 15, 1989

From number of sales to market share

Grocery chain supermarkets, are subject to local conditions which may greatly influence their performance. The marketing function has the responsiblity for investigating the current conditions and the potential for each store. The companies...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: Franco Cloni, Massimo Milleri

June 15, 1989

The application of market research to retail merchandising

As the retail trade faces up to the reality and consequences of retail saturation together with an increasingly demanding customer, so it is being forced to understand and react to that consumer. Gone are the days of pile it high, sell it cheap...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: Maureen Johnson, Gill Welch

June 15, 1989