Resources Library by ANA

The marketing of financial services to the corporate sector

This paper deals with the growing interest in the marketing of services to the corporate sector. It takes as an example the marketing of financial services which in the United Kingdom is receiving increasing attention from a wide range of financial...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Lionel Gordon

June 15, 1986

Analyzing the internal company environment in commercial strategy and image strategy studies

For their external, customer-targeted research, industrial market researchers have access to a varied range of quantitative and qualitative methods adapted to the particular characteristics of the environment under study. Polling is an accurate means...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Jerome Hervio

June 15, 1986

Target group

There are two main lines in campaigns for industrial products: 1. To give priority to the product and its qualities (Product image); 2. To give priority to the company behind the products (Company image). In principle, the more complex the product...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Bö Bäckman

June 15, 1986

Qualitative techniques to identify and evaluate key market development factors

Over the past ten to fifteen years, decision-makers have gradually turned to scenario-based approaches. In these, rather than try to foretell the future as an extension of the present, they seek more realistically to envisage possible states of the...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Daniel Debomy

June 15, 1986

The business monitor

In order to keep up with the growing demand for specialised services and to be able to better follow and predict the developments in the marketplace of business-establishments, a group of some leading Dutch banking- and insurance companies in close...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Authors: Willem F. H. van der Meer, Robbert D. W. Baden

Company: NIPO

June 15, 1986

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Susana Tisler

June 15, 1986

The general image of industry

This report shows the image position of industry in the Austrian population by quantitative research representative for people up from 14 years. Research program covers spontaneous associations to the stimulus "industry", advantages and disadvantages...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Werner Till

Company: GfK

June 15, 1986

Problem solving in industrial marketing research in the Middle East

The paper presents the practical difficulties that an industrial researcher faces when undertaking a survey in the Middle Bast. The techniques and the approach are overall the same as in the West, but the task is that much harder. Desk research is...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Authors: George V. Vassiliou, Costas Kaimakis

Company: MEMRB

June 15, 1986

A new type of copier

At the end of 1984 Canon, represented in Switzerland by W. Rentsch AG, decided to launch a completely new type of copier: the Canon Laser Copier 9030. This machine has a wide range of new features based on digital principles. Primary research was...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Authors: René Egger, Paul E. Dobler

June 15, 1986