Resources Library by ANA

How marketing research contributed in Sr-bank's creation of a USP (Unique Selling Package) towards the youth segment (18-30 years of age)

The paper concentrates on how marketing research techniques have been guidelines in the process of developing pioneering bank-marketing strategies directed to the segment 18-30 years of age. Although the communication aspect is emphasised in the...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally

Author: Geir Sandgren

June 15, 1982

Print media research

This chapter is concerned with research into print media in the sense of newspapers and magazines, whether aimed at a wide, general audience or a narrower, more specialised one. This introductory section comprises, first, a brief review of the...

Catalogue: Consumer Market Research Handbook

Author: Michael M. Brown

August 1, 1986

The implications of the strategic organisational dynamics of companies (market research users) for the patterns of action of market research agencies (suppliers)

The paper analyses the implications of the strategic organisational dynamics of companies that are research users, as a means of proposing new patterns of action for Market Research Agencies. The methodology used was case studies on the strategy and...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Luis Eduardo Potsch

June 15, 1986

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

Repositioning a brand to include the service element

This paper is designed to demonstrate the contribution of a major research programme on decisions about national and local communications policies as well as on the organization of field operations. The paper is subdivided in four parts. Part I...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Dick Hage

June 15, 1988

The post-socialist consumer

Hungary is one of those countries in Europe that have undergone a tremendous change during the last two years. This political change has basicly influenced economy and the actors of the market as well. The first part of this paper describes why...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Marta Hoffmann

June 15, 1990

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992

Author: Jon Wilkinson

June 15, 1990

The contribution of research to a successful new brand

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on...

Catalogue: Seminar 1990: New Product Development

Authors: Sue Nicholls, Alison Hollinrake

Company: Kraft Heinz Company

June 15, 1990

The story of "the journal"

On the 22nd February 1992 The Journal, the morning paper of the North East of England relaunched after a period of steady sales decline. In fact in the previous twenty years, sales had fallen by 45%. This sadly has been the picture for many regional...

Catalogue: Seminar 1993: Competition In Publishing

Author: Jim Chisholm

June 15, 1993