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Research papers

Global marketing research to support global marketing

Many pharmaceutical companies, particularly those in the United States, 'went global' in the 1990s - yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winners do right? This paper outlines the key forces at...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Lisa Rayder, Charlotte E. Sibley
September 14, 2003
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Citation

Rayder and Sibley (2003a, September 14). Global marketing research to support global marketing . ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/global-marketing-research-to-support-global-marketing-


Research papers

Changing equity of brand labels: The U.S. perspective

This paper provides a perspective on private labels in the United States. The growing deal-mindedness of American consumers as well as a surge in their aspirations may result in another leap forward for private labels.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Edward B. Keller
September 14, 2003
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Citation

Keller, E. B. (2003a, September 14). Changing equity of brand labels: The U.S. perspective. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/changing-equity-of-brand-labels-


Research papers

Maximizing shareholder value by bridging the metrics of finance and marketing

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Stefan Daiberl, Stuart Agres, Bill Moult, Jim Spaeth
September 14, 2003
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Citation

Daiberl, Agres, Moult and Spaeth (2003a, September 14). Maximizing shareholder value by bridging the metrics of finance and marketing. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/maximizing-shareholder-value-by-bridging-the-metrics-of-finance-and-marketing


Research papers

Comparing brand equity valuation with in-market performance

The paper examines the relationship between brand equity and in-market performance.A comparison of brand equity and market performance shows that mostly brand equity is a strong indicator of market share, suggesting that brand equity building...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Manjima Khandelwal, Christopher McKinney
Company: Nielsen
September 14, 2003
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Citation

Khandelwal and McKinney (2003a, September 14). Comparing brand equity valuation with in-market performance. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/comparing-brand-equity-valuation-with-in-market-performance


Research papers

Sowing the seeds of a rich harves: Research's contribution to the profit equation

This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct. The same would be explained with the help of a case study in a...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Indranil Sen, Sunando Das
September 14, 2003
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Citation

Sen and Das (2003a, September 14). Sowing the seeds of a rich harves: Research's contribution to the profit equation. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/sowing-the-seeds-of-a-rich-harves-research-s-contribution-to-the-profit-equation