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Research papers

Corporate culture and design management of Shiseido

It is my great privilege to speak about the corporate culture and design management of Shiseido on the occasion of this international meeting organized by ESOMAR. In the course of its 114-year history, Shiseido has built a unique corporate culture on...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Yoshiharu Fukuhara
June 15, 1986

Research papers

In home electronic measurement of consumer behavior

Single-source, an expression being used in the United States to describe a system that would combine the measurement of an individual consumer's product purchase and TV viewing behavior, is widely believed to hold a high potential solution to the...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: William F. Mckenna
June 15, 1986

Research papers

Marketing across frontiers

15 years of experience in developing and implementing market modelling techniques for the management of innovation are examined in the light of marketing across frontiers. Particular focus is given to: validation, marketing lesson, consumer responses...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: Jacques Blanchard, Oscar Schneersohn, H. Hayashi
June 15, 1986

Research papers

Future information technology

This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Laurence N. Gold
Company: Nielsen
June 15, 1986

Research papers

High tech test marketing

At the Campbell Soup Company, we are using the new technologies - UPC scanners at retail checkouts and individually targetable television - to maintain our new product track record. They produce a state of the art test marketing environment that...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: William B. Boundy (Jr.)
June 15, 1986

Research papers

Marketing strategy in a saturated market

In brief, the main objective of product strategies in a mature consumer market should be to achieve sales growth and a stable market share by creating new markets in one or both of two ways above: by launching new products that provide previously...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Tomiaki Nagase
June 15, 1986

Research papers

Standards for sophisticated international research

We would like to divide up our paper into three sections. The first section will be devoted to specific technical questions which arise in the conducting of international surveys. In the second section, we would like to use an example to show that in...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: Jochen Hansen, Elisabeth Noelle-Neumann
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1986

Research papers

A comprehensive view of current approaches to media research

Until recently, media research has been pretty much synonymous with readership research, audience measurement and ratings, and this is where the bulk of research funds have gone. But ultimately the more significant aspect is the measurement of...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Michael J. Naples
June 15, 1986

Research papers

The facts of life

My discussion today will be based on United States data only. I do not presume to project the trends in my country to what is happening in yours. I am here to talk about change: - Markets are changing;- Consumers are changing;- The economy is...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Rena Bartos
June 15, 1986