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Research papers

True loyalty

Both product and customer care impact company customer relationships. Management needs information on their performance and relationship with future business growth. A wide variety of opinions and scientific research exists on best indicators. After...

Catalogue: Congress 2005: Making A Difference
Authors: Maarten Schellekens, Ton Otker, Reinier Heutink, Harm van Leeuwen
September 21, 2005
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Citation

Schellekens, Otker, Heutink and van Leeuwen (2005a, September 21). True loyalty. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/true-loyalty


Research papers

Judging the efficiency of sponsorship

The central theme of this paper is the point that sponsorship is part of a total communications package and that, if wisely and correctly included, it can add synergy to the entire marketing communications efforts of a given company. As such, it...

Catalogue: ESOMAR Congress 1987
Authors: Peter J. Hayes, Ton Otker
September 1, 1987
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Citation

Hayes and Otker (1987a, September 01). Judging the efficiency of sponsorship. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/judging-the-efficiency-of-sponsorship


Research papers

Sponsorship

The objective of this paper is to demonstrate: 1. The need for correct and detailed definition of objectives for sponsorship; 2. The possibilities that proper (marketing) research offers to measure the effects of a sponsorship.

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Franz Kohl, Ton Otker
Company: Philips International
November 6, 1985
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Citation

Kohl and Otker (1985a, November 06). Sponsorship. ANA - ESOMAR. Retrieved April 27, 2024, from


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