Resources Library by ANA

Innovative marketing between industrial civilization and culture

The identification of certain changes on a world-wide level leads to the need to redefine the firm in terms of the prospects of permanent innovation on two levels, that of "civilization" and that of "culture". With such an aim it is necessary to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: D. Bratina, G. Zanetti

September 1, 1972

Revue Française du Marketing 2001 (N. 182)

95 % d'échec, 5 lancements sur 100 réellementréussis. Tel est le verdict de la dernière étude publiéesur le taux de succès des produits nouveaux enGrande Consommation. Et pourtant, ce n'est pasfaute de moyens pour les 20 000...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

February 1, 2001

Research can and does help advertising

Advertising is one of the means to move products (or services) to the consumer, to make consumers (in all their varieties, including industrial buyers e.g.) buy the goods or services that are being advertised. There are those who say advertising...

Catalogue: ESOMAR Congress 1956: Advertising Research

Author: Jan Stapel

June 15, 1956

The Iguassu project

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Julio Cesar Tannus, Roseli Stier Azambuja

Company: Ogilvy

September 1, 1996

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Amit Bose, Khushi Khanna

Company: PepsiCo

September 1, 1996

Loyalty cards

In the United Kingdom, the retail loyalty card market has become highly developed within a very short space of time. Whilst several retailer schemes have existed for a number of years, it has been the relatively recent launch of loyalty card...

Catalogue: Seminar 1997: The Changing Retail Scene

Author: Rowena Patterson

Company: Ipsos MRBI

June 15, 1997

Ethnic marketing

This volume includes papers devoted to the following subjects: the role of ethnicity as it relates to a national identity; global/cultural awareness; new influences on a culture. Additionally, we have the treat of understanding trend sharing across...

Catalogue: Ethnic Marketing 2000

Author: Todd Cunningham

July 1, 2000

The problems of operative market survey systems

Operative market surveying is an important branch of market research; it has for quite some time been so neglected that several of the methods currently applied are not sufficiently developed and, indeed, hardly proven. For this reason the standard...

Catalogue: The European Marketing Research Review 1968

Author: Ruth Weichsel

August 1, 1968

A new challenge: Strategic research (French)

My objective is neither to deliver a case history of the utilisation of surveys for strategic purposes, nor to present a new, revolutionary method. Rather, on the grounds of my dual experience as a Manager and a Consultant in the area of strategic...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Louis Tuvee

June 15, 1985