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Magazines

Revue Française du Marketing 1999 (N. 171)

Pour que ce numéro spécial soit aussi complet que possible, nousavons souhaité proposer au lecteur plusieurs pistesde réflexion concernant l'analyse et la gestion de l'interface et des moments de vérité. Dans cette...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
January 1, 1999
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Citation

, A. (1999a, January 01). Revue Française du Marketing 1999 (N. 171). ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-1999-n-171-


Magazines

Revue Française du Marketing (Septembre 2003)

Les professionnels, qu'ils soient distributeurs ou producteurs, accordent depuisquelques années un intérêt croissant au marketing sensoriel. Preuve enest l'apparition de nombreuses enseignes dont la particularité est de proposer aux...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
September 1, 2003
×

Citation

, A. (2003a, September 01). Revue Française du Marketing (Septembre 2003). ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-septembre-2003-


Magazines

Revue Française du Marketing (Julliet 2009)

Nous avons retenu cinq articles pour ce numéro de sujets variés. Ils traitent:- D' une méthode d'analyse qualitative fondée sur la narration d'histoires;- Des conséquences en termes d'organisation et de stratégie, de l'effacement...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
July 1, 2009
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Citation

, A. (2009a, July 01). Revue Française du Marketing (Julliet 2009). ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-julliet-2009-


Research papers

Pioneering in Central European markets

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature. Pioneering advantages have mostly been researched with product innovations in industrialised...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Sven H. Becker, Michael J. Baker
June 15, 1995
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Citation

Becker and Baker (1995a, June 15). Pioneering in Central European markets. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/pioneering-in-central-european-markets


Research papers

Do we really need brand equity?

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Paul Feldwick
September 1, 1996
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Citation

Feldwick, P. (1996a, September 01). Do we really need brand equity?. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/do-we-really-need-brand-equity-


Research papers

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference
Authors: Gert Jan de Nooij, Sjoerd Koornstra
Company: Heineken
September 21, 2005
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Citation

de Nooij and Koornstra (2005a, September 21). Monitoring brand health. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/monitoring-brand-health


Research papers

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992
Author: Jon Wilkinson
June 15, 1990
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Citation

Wilkinson, J. (1990a, June 15). Back to the future. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/back-to-the-future


Research papers

Brands

We have a problem: Due to the shortening average lives of products and the fast growing variety of products in the marketplace, the cash flow from an increasing number of (manufacturer-owned), branded products is no longer able to either cover their...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Martin van Mesdag
June 15, 1992
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Citation

van Mesdag, M. (1992a, June 15). Brands. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/brands


Research papers

Branding in business-to-business markets

Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Serge Dimitriadis, Jean Bidault
June 15, 1994
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Citation

Dimitriadis and Bidault (1994a, June 15). Branding in business-to-business markets. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/branding-in-business-to-business-markets