Resources Library by ANA

Managing brand health through the marriage of attitudes and behaviour

This paper describes the work used to develop and validate the BrandBuilder loyalty model. Evidence of the usefulness and validity of three measures of loyalty will be presented: -1 behaviourally-based measures of loyalty to the brand; -2...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Allan Baldinger, Charles llsley

June 15, 1998

The growth of market research in Asia and effects of globalization

This paper estimates the size of the market research industry and relates size and growth of the industry to (.DP, C.NP per capita and to the advertising industry with comparisons from developed countries in Europe and elsewhere. Analysis has shown...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: John Smurthwaite, Henri Wallard

Company: KANTAR TNS Malaysia

June 15, 1998

Air traffic- Quo vadis?

How will air traffic develop during the next twenty years? Aerospace companies all over the world are confronted with this question. This is also of interest to the ordinary citizen, because without air traffic many business and holiday destinations...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Franz Tessun

September 1, 1997

Analyzing and forecasting world markets

Assessing the size and nature of national, regional and global markets for specific products has become both simpler and more difficult in the past twenty-five years. Compared to earlier large information gaps, many data points are now available....

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Andrew C. Gross, W. Benoy Joseph

September 1, 1997

Forecasters, marketing researchers and marketing managers

Marketing researchers and marketing managers should get closer to the experts in forecasting and scenario planning. We present a review of the key issues in successfully implementing forecasts in an organization, with specific reference to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Gillian Rice, Essam Mahmoud

September 1, 1997

Business, spirituality and the new millennium

This paper traces and explains the interrelationship of three important fin de siecle phenomena as they are occurring in North America: 1) the intensification of socio-psychological responses to the end of the second millennium and the approaching...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Hazel Kahan

September 1, 1997

Evolution of the retail structure in Hungary

There are some geographical regions where the changing retail scene was, or is, a kind of revolution. The central and eastern European countries go from centrally planned and supplied retail systems through privatisation to the phase of initial trade...

Catalogue: Seminar 1997: The Changing Retail Scene

Author: Eva Nevihostenyi

June 15, 1997

Forecasting without data a fool's dream?

This paper reviews many of the problems associated with forecasting in China, discusses alternatives to get round these problems and then reports a case history using a novel approach to forecast sales of a valuable but high cost drug in China.

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Mark Ahn, Colin N. Maitland

November 1, 1996

Prevalence estimation of selected fungal infections for today and a forecast for the year 2000, covering key countries

Estimations of the potential market volume for new products should be developed from clinical and epidemiological data (number of patients) as a basis, rather applying straightforward estimations of sales volumes. The goals of the study presented...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Sebastian Weil, Arno Brandt

Company: Roche

June 1, 1995