Resources Library by ANA

Radio in the media-mix

Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target...

Catalogue: 2nd Radio Research Symposium

Author: Sven Dierks

June 15, 1997

The new marketing

In recent years the traditional approach to marketing has been challenged by the new paradigm of Relationship Marketing. The meaning of Relationship Marketing is still being developed, in theory and in practice. The purposes of this paper are: 1. to...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Victoria Little, Richard Brookes

November 1, 1996

Market intelligence in the vehicle supply chain

The retailing of new motorvehicles is now in the process of major change, as the principles of lean manufacturing are extended to distribution. New supply systems should transform the selling process. Customer information gathered through the...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Philip Wade

November 1, 1996

The importance of marque

Most market surveys, for reasons of cost, are generally limited to owners of cars within particular sectors; the definition generally includes people who have bought a car of the type specified in recent years. Necessarily within such a sample there...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Authors: Ken Clarke, Bob McDowell

Company: KANTAR TNS Malaysia

June 15, 1996

Quality service

The paper describes a piece of research that has been coordinated by Eurisko, on behalf of Ferrari. The study was aimed at measuring customers’ satisfaction with the treatment they receive at the dealerships, during the purchase and the after...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Authors: Claudio Bosio, Beatrice Cito Filomarino

Company: GfK

June 15, 1996

The search for focus brand values across Europe

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Nick Bull, Martin Oxley

June 15, 1996

What customers want

With the major trends in the automotive industry pointing towards increased consumer power, the ability of manufacturers to satisfy customers is, more than ever, a pre-requisite for success. As manufacturers struggle to differentiate their products...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Author: David Sargent

Company: JD Power

June 15, 1996

The showroom process

This study analyses the shopping behaviour of Dutch car buyers. It shows the degree of shopping on a brand level. Subsequently, it analyses the degree in which brands are successful in converting prospects - visitors of the showroom - to car buyers,...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Author: Reg van Steen

June 15, 1996

Is size important?

This paper examines the financial, economic and market forces that are currently driving change within the auto retailing industry and analyses the likely developments in multi-franchising in Europe to the end of the century. The US has tended to...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Authors: Peter Boden, Martin Clarke

June 15, 1996