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Research papers
The role of research in developing Europeanwide corporate communications
Industrial organizations are increasingly being faced with the challenge of deciding how best to communicate - on a European-wide basis - not just with their customers, suppliers, and shareholders, but with a wider audience of stakeholders. These...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Richard Beswick, David Smith
Company: DVL Smith Ltd
June 15, 1991
Research papers
The waking up of sleeping beauty flora by the kiss of prince researcher
A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Teresa Monjardino, Graça Galamba
Company: Unilever
June 15, 1991
Research papers
Experience in consumer goods
In the work there are three parts. The first part is devoted to the analysis of economic and social aspects of the consumer goods market development in the USSR in 1985-1991. In the second part of the work the peculiarities of market research in the...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Natalija Cherkasova
June 15, 1991
Research papers
Young europeans and tobacco (French)
In June/July 1990 a sample survey using a single questionnaire was conducted simultaneously In all 12 Member States of the European Community to assess the attitudes and behaviour of the younger generation with regard to tobacco. The survey formed...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Jacques-René Rabier
June 15, 1991
Research papers
The management of international research
Key variations in international research management are encountered in the extent of central control exerted and in the function of the group chosen to manage the project (usually either research or marketing). Centrally controlled projects tend to...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Carol Coutts
June 15, 1991
Research papers
The message is (or may be) the medium... But is certainly not the message!
Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: François Laurent
June 15, 1991
Research papers
