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Research papers

Research in new product development

New products are the lifeblood of marketing. Even the most successful products have a life stage, and so marketing companies are continually looking to develop new products and re-stage existing ones. It is almost universally true that the best...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Julian R. Bond, Joseph Debacq
September 1, 1998
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Citation

Bond and Debacq (1998a, September 01). Research in new product development . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/research-in-new-product-development-


Research papers

The Yin and Yang of branding

This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Roger Banks, Joseph Debacq, Rachael Tan
June 15, 1998
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Citation

Banks, Debacq and Tan (1998a, June 15). The Yin and Yang of branding. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-yin-and-yang-of-branding