Resources Library by ANA

Using the eyes of the consumer to build successful, globalized brand management strategies

Today, most Brand Management teams are being asked to become productive with smaller budgets and fewer human and material resources; to move faster, know more and make fewer mistakes; and, be more profitable in the bargain. Couple this with the...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Charles Ilsley, Roger J. Posten

June 15, 1994

Customer service

Financial institutions have been forced to adapt from sales driven organisations to a customer focused operating culture in order to survive - although the process of adaptation is far from complete, and has not been painless. The problem is that...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Peter W. Southgate, Lorna McCulloch

June 15, 1994

DBS channels in Japan

According to the results of Nationwide-Ratings-Survey conducted by NHK in November 1993,19.4% of Japanese households could receive DBS -channels. When NHK began its regular 24 hours-DBS-service with 2 channels in June of 1989 the percentage was only...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Hiroshi Kojima

May 1, 1994

Strategies for optimal use of research

The philosophical underpinnings of Nickelodeon's approach to research can be summed up in three words: Listen to kids. As much as possible, we try to let kids run Nickelodeon for us. Our entire business revolves around understanding them and...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Karen Flischel

Company: Viacom International Media Networks

May 1, 1994

Multi-cultural marketing

Multi-cultural Marketing has existed in Asia since colonization. While a number of multi- national companies have been very successful in this region, their success was not, necessarily, due to their understanding of the markets in which they...

Catalogue: Seminar 1993: Marketing And International Research

Author: Martin C. van Herk

June 15, 1993

How to meet client's needs?

Modem society is characterized by change : technological, political, economic... These changes all contribute to socio-cultural evolution, that is to say our evolving vision our ourselves and of the society in which we live. This, in turn, influences...

Catalogue: Seminar 1993: Marketing And International Research

Authors: Michel Ladet, François Montrelay

Company: RISC International (Europe) SA

June 15, 1993

The role of the salesforce in strategic marketing

In this paper the authors, drawing on the experience of one of the world’s leading telecommunications suppliers, outline the role an organisation’s salesforce can play in helping to develop and shape marketing strategies. BT operates the...

Catalogue: Seminar 1992: Business To Business Marketing

Authors: David Brant, David Smith

Company: DVL Smith Ltd

June 15, 1992

Change for the future

In this paper we argue that market researchers face increasing pressure to deliver information that aids strategic decision-making within organisations. In particular, the creation of the Single European Market means that many companies now demand...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Authors: Eric Salama, Peter Mills

June 15, 1992

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