Resources Library by ANA

The measurement of commitment

This paper set out to describe the Conversion Model, its methodology and applications, as well as validations. In addition, some of the ways in which its results are being used by marketers were described. Applications of the Conversion Model...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Butch Rice, Jan Hofmeyr

June 15, 1998

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998

Authors: Siegfried Högl, Karsten J. Hennig

Company: GfK

June 15, 1998

Customer data survey

This work describes the methodology used in surveying socio- demographic data from customers in the Argentinean telecommunications market. This work reviews the relevance of information within the transformation companies in the Argentinean market;...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Horacio Mansilla

June 15, 1998

Competition and innovation in the telecommunications industry

Editorial of the papers from the seminar "Competition and innovation in the telecommunications industry".

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: ESOMAR B.V.

June 15, 1998

Using marketing models for new product development in Asia Pacific

Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Roger M. Brookin, Oscar Schneersohn

June 15, 1998

Linking brand imagery with preference

This paper discusses the relevance of brand image measurement to the current marketing role, and the importance of perfecting suitable measures and analysis procedures for different markets. It is argued that many of the conventional approaches can...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Rory P. Morgan

June 15, 1998

Brand choice modelling

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Ian D. Greig

June 15, 1998

Managing a portfolio of brands

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands to fully understand the corporate and marketing implications of brand...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Jean-Paul Petitimbert

June 15, 1998

Asian values

Personal values are a valuable tool in differentiating people and market segments. For many the concept of Asian Values has been offered as a reason why things are done differently in Asian countries. This paper looks at data from a study carried out...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Author: John Gabriel

June 15, 1998