Resources Library by ANA

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

Relationship marketing and design participation

Relationship marketing is conveniently thought of as a means of building forms of customer loyalty which transcend preferences for particular products. This implies a conceptual divorce between the customer-supplier relationship and the process of...

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

Authors: Murray Clark, Anne Tomes, Peter Armstrong

November 1, 1996

Affinity credit card

The outcomes of the planned research programme will be a quantification of the attributes of the credit card issuer, the affinity group and the affinity credit card holders, which underpin their relationship with each other. It will throw...

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

Authors: Suzanne Horne, Pete Naude, Steve Worthington

November 1, 1996

Relationship marketing= Ethical marketing

The premise of this paper is that relationship marketing should be equated with ethical marketing. That is, ethical concepts are at the root of long term associations between companies. The field of virtue ethics is especially appropriate to this...

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

Authors: Graham Wood, Gene R. Laczniak, Patrick E. Murphy

November 1, 1996

Relationship marketing competencies in the UK advertising industry

Relationship marketing provides an effective paradigm for analysing client/advertising agency relationships. A quasi-ethnograpic approach was utilised to select an appropriate visual model for evolving a survey tool. Agencies were rated highly for...

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

Authors: Ian Chaston, Jonathon Lace, Terry Mangles

November 1, 1996

The battle for loyal customers

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended...

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

Authors: Kristof De Wulf, Patrick Van Kenhove

November 1, 1996

Opening markets and opening relationships in market research

In order to develop and implement effective marketing strategies, Western companies entering the East European countries should be well acquainted with the in-depth social and cultural processes that are taking place in these societies and how the...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Simeon Jelev, Kevin Duffey

Company: MAP Marketing Research Ltd.

September 1, 1995

Supporting the world's most competitive radio industry

This paper briefly reviews a history of radio research in New Zealand and describes the relatively strong position of radio within the media market. This strength has continued in recent years. The authors describe the fully integrated involvement of...

Catalogue: Radio Research Symposium 1995

Authors: John Gandar, Bev Davies-Cullen

July 1, 1995

Visual language as an integrated, multicultural medium for product design and testing: How to optimise the product-consumer-researcher client relationship

Visual language has become an invaluable integrated-multicultural communication medium between consumer and product, consumer and researcher, researcher and research user and research user and consumer. It is also a powerful aid for product design...

Catalogue: Seminar 1995: Successful Product Engineering

Authors: Clara Origlia, Giorgio Origlia

Company: Market Dynamics International srl

June 15, 1995