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Research papers

BC or AC: Before Coca Cola or after Coca Cola

This paper addresses certain ways in which anthropology may be applied with relevance to market research. Four main topics are discussed: the development of semiology as a powerful potential tool for understanding the dynamics of advertising; the...

Catalogue: ESOMAR Congress 1988
Author: Janet Gruber
September 1, 1988
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Citation

Gruber, J. (1988a, September 01). BC or AC: Before Coca Cola or after Coca Cola. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/bc-or-ac-before-coca-cola-or-after-coca-cola


Case studies

Marketing communication in Bangladesh

This paper describes a qualitative research project undertaken in a developing country, whose fundamental aim was to understand cultural dynamics in order to improve the marketing communication of a large multi- national company.

Catalogue: ESOMAR Congress 1987
Authors: Mary Goodyear, Janet Gruber
June 15, 1987
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Citation

Goodyear and Gruber (1987a, June 15). Marketing communication in Bangladesh. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/marketing-communication-in-bangladesh