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Case studies

How to identify needs, and adapt American new product concepts for successful marketing in Europe: A case study

This paper describes the evolution of a new chemical technology into both consumer and business-to-business product applications, by using graphic probe stimuli to help identify unmet needs. In a recent study, these "concept" probe stimuli,...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Gerald L. Patrick
June 15, 1991
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Citation

Patrick, G. L. (1991a, June 15). How to identify needs, and adapt American new product concepts for successful marketing in Europe: A case study. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-identify-needs-and-adapt-american-new-product-concepts-for-successful-marketing-in-europe-a-case-study


Research papers

Europe 1992

The primary responsibility of the World Gold Council (W.G.C.) is to stimulate the demand for gold in all its end uses through promotion. Since two-thirds of newly mined gold is used in jewellery manufacture, this consumer-driven market is the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Sylvia Ruscheweyh, David Beazley
June 15, 1991
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Citation

Ruscheweyh and Beazley (1991a, June 15). Europe 1992. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/europe-1992


Research papers

Die European via de vivre (English)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Pascal Fleury
June 15, 1991
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Citation

Fleury, P. (1991a, June 15). Die European via de vivre (English). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/die-european-via-de-vivre-english-


Research papers

Die European via de vivre (French)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Pascal Fleury
June 15, 1991
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Citation

Fleury, P. (1991a, June 15). Die European via de vivre (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/die-european-via-de-vivre-french-


Research papers

Searching for common ground in the New Europe (German)

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991
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Citation

Reuter, U. (1991a, June 15). Searching for common ground in the New Europe (German). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/searching-for-common-ground-in-the-new-europe-german-


Research papers

Changes in marketing, social policy and management to achieve the Europeanisation of business in the 1990's

Our real starting point is Europeanisation. We are not asking questions about the future of Europe, about economic Europe, scientific Europe, social Europe, political and institutional Europe, or even monetary Europe. What exactly do we mean by...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Jacques Paitra
June 15, 1991
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Citation

Paitra, J. (1991a, June 15). Changes in marketing, social policy and management to achieve the Europeanisation of business in the 1990's. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/changes-in-marketing-social-policy-and-management-to-achieve-the-europeanisation-of-business-in-the-1990-s


Research papers

International marketing strategy

Three key propositions form the argument of this paper :1. The European Single Market is the third period of discontinuity in consumer marketing in this century - two world wars changed national environments and industry structures leading to...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: William Ramsay
June 15, 1991
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Citation

Ramsay, W. (1991a, June 15). International marketing strategy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/international-marketing-strategy


Research papers

Europe 1990

In 1969 Reader's Digest conducted a study of the economic and social life of sixteen countries across Europe. The results were published in 1970 under the title of "A Survey of Europe Today". With the advent of the Single European market, the company...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Edward W. Whitley, Malcom R. Mather, Wendy L. Bunning
June 15, 1991
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Citation

Whitley, Mather and Bunning (1991a, June 15). Europe 1990. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/europe-1990


Research papers

The European business travel market

This paper contains a discussion of the methods by which the value of the European business travel market is estimated and reviews the types of research undertaken in the business travel sector. The basic shortcomings of using market research to...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Kevin O’Brien
June 15, 1991
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Citation

O’Brien, K. (1991a, June 15). The European business travel market. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-european-business-travel-market