Resources Library by ANA

Development of new products in global markets (Spanish)

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

June 15, 1999

Public opinion migrants, brand migrants (Spanish)

This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matrices of voters and consumers and derive indicators...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Alain Mizrahi, Juan Jose Calvo

June 15, 1999

Marketing of the future (Spanish)

This paper argues that regardless of the changes brought about by technology and globalisation the fundamental rules of marketing remain the same. Thus a return to the basics of marketing is proposed. Today customers are not placed at the centre of...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Pedro Chicharro

June 15, 1999

Evaluation of service quality and customer satisfaction (Spanish)

The paper presenfs the authors’ viewpoint of the evaluation of customer satisfaction in the Brazilian Telecommunications Operating Companies while state-owned companies. Methodologies like the Projects Opus and Revind developed by technicians...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Jose Eduardo Benevello de Castro, Edmundo Brandao Dantas

June 15, 1999

The use of modelling for public opinion polls (Spanish)

This dissertation aims to propose a methodological approach to apply modelling to public opinion polls in order to favour the process which leads from description to explanation and further to prediction. The inclusion of modelling would also...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Oscar Carrari

June 15, 1999

Different customer strategies to face the powers of banks (Spanish)

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Vera Aldrighi

June 15, 1999

Effective advertising (Spanish)

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Michael F. Cramphorn, Jesus Caldeiro

Company: Add+Impact International

June 15, 1999

Evaluating the value of global brands in Latin America (Spanish)

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac

June 15, 1999

Quantitative measurement (Spanish)

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Marco Tapia Ibarra, Cecilia Navarro Alaluf

June 15, 1999