Resources Library by ANA

Brand/market models in the marketing decision process

This paper outlines the improved use of consumer panel data for marketing decisions by condensing them into quantified mathematical models describing the purchasing behaviour of consumers.

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Author: Manfred Müller

Company: Unilever

June 15, 1987

Doctors and prescribing

This paper suggests that pricing decision-making should encompass the attitudes and prescribing motivations of doctors - not merely towards our projected marketing platform in the context of directly competitive pricing but also in the macro sense...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: Roger Western

June 15, 1987

Decision support systems learning to apply computers

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User

Author: Gavin T. Leslie

June 15, 1987

Data gathering and forecasting difficulties in the developing countries

This paper considers the problems of collecting data for sales forecasting and marketing decision making in the developing countries. Included in the discussion is an evaluation of the sales forecasting experience of a small number of Canadian firms...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Erdener Kaynak, Gillian Rice

June 15, 1987

Expert systems in strategic marketing planning

In this paper we will explore the use of decision support and expert systems in strategic marketing planning, give a short outline of an expert system for a pharmaceutical company and show the implementation of that system in a PC/AT environment.

Catalogue: Seminar 1987: M.M.I.S- Useful For The User

Authors: Christer Carlsson, Pirkko Walden, Sten-Olof Hansen

June 15, 1987

Introduction

The role of market research is to make marketing operations more efficient and profitable, by improving the quality of planning and decision taking. This is the only way in which market research can justify itself. The following chapters, therefore,...

Catalogue: Consumer Market Research Handbook

Author: John Downham

August 1, 1986

Market modelling

Modelling is a diverse and complex area. It is also a controversial one. For more than two decades, researchers have developed and adapted models of widely differing kinds, ranging from econometric systems designed to forecast changes at the global...

Catalogue: Consumer Market Research Handbook

Authors: Chris Blamires, David Seaman, Tony Lunn

August 1, 1986

A cross-national view of consumer predispositions toward products from foreign countries

This paper discusses aspects of the "country-of-origin", or "made in", concept. This refers to the notation included on the labels of products that are sold in countries different than their country of manufacture. Although this is a legal...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Nicolas Papadopoulos, Louise A. Heslop, Françoise Graby, George Avlonitis

June 15, 1986

The researcher at the service of decision-making in collective build-up of the enterprise's project (French)

After summarily introducing the concept of ENTERPRISE'S PROJECT, the paper shows how useful it is to carry out psycho-sociological research in the build-up of the ENTERPRISE'S PROJECT; it puts in evidence the role of the researcher, acting in the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Pierre J. Burgaud

June 15, 1986