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Research papers

The Produmer

The fact that certain forms of behaviour were, right from the start, labelled "consumption", while those adopting this behaviour were labelled "consumers", has had weighty consequences for the development of marketing theory. In this article, we...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Andrea Semprini
June 15, 1989
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Citation

Semprini, A. (1989a, June 15). The Produmer. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/the-produmer


Research papers

Bridging the language gap between consumer and flavour/fragrance developer and marketeer to improve product optimisation

This paper examines the shortcomings of traditional product testing techniques. Problem areas associated with using consumer information to direct product development are highlighted and some of the new product testing techniques now available to...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Vivien S. Wilton-Middlemass
June 15, 1989
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Citation

Wilton-Middlemass, V. S. (1989a, June 15). Bridging the language gap between consumer and flavour/fragrance developer and marketeer to improve product optimisation. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/bridging-the-language-gap-between-consumer-and-flavour-fragrance-developer-and-marketeer-to-improve-product-optimisation


Research papers

Eating patterns in the over-60 generation (French)

This document provides some finding, drawn from a 650 page study of senior citizens, which was conducted by GIRA. That study was made in order to determine possible marketing opportunities in this segment of the population and to offer timely...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Pierre Germain
June 15, 1989
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Citation

Germain, P. (1989a, June 15). Eating patterns in the over-60 generation (French). ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/eating-patterns-in-the-over-60-generation-french-


Research papers

Customer service as a component of retailing strategy

This paper considers the issues involved in developing a customer service strategy concurrently with the overall strategy for the business. It takes the view that customer service is as important a component of the retail offer as is the merchandise...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: David Walters
June 15, 1989
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Citation

Walters, D. (1989a, June 15). Customer service as a component of retailing strategy. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/customer-service-as-a-component-of-retailing-strategy


Research papers

Consumer studies

Even though it is usual practice to refer to "the consumer" when speaking about consumption behaviour - and it would be unrealistic to propose any other word - there can be no real understanding of what is new in this area without at least...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Giampaolo Fabris
June 15, 1989
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Citation

Fabris, G. (1989a, June 15). Consumer studies. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/consumer-studies


Research papers

Austrian consumer trends in the 80s

In Austria the '80s have been characterized by profound altitudinal and behavioral changes which are, however, common to most Westem-European countries. The thrust: consumption is up and shows a hedonistic quality. The major antecedent condition for...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Klaus Nemetz
Company: IMAS International GmbH
June 15, 1989
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Citation

Nemetz, K. (1989a, June 15). Austrian consumer trends in the 80s. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/austrian-consumer-trends-in-the-80s


Research papers

The ten C's

For some years now, people have been studying the trends underlying the changes taking place in today's society and developing what has become a real research technique: "socio- trends analysis". A number of studies have been carried out rising this...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Vanni Codeluppi, Daniel Weber
Company: RISC International (Europe) SA
June 15, 1989
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Citation

Codeluppi and Weber (1989a, June 15). The ten C's. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/the-ten-c-s


Research papers

Typology of the marketing strategy in the perfume industry (French)

We can date the introduction of the marketing concept into the fragrance industry back to at most 20 years. Some of the key actors of this industry are still questioning the validity of these concepts, at least when considering the upper segment of...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Alain Charrueau
June 15, 1989
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Citation

Charrueau, A. (1989a, June 15). Typology of the marketing strategy in the perfume industry (French). ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/typology-of-the-marketing-strategy-in-the-perfume-industry-french-


Research papers

From number of sales to market share

Grocery chain supermarkets, are subject to local conditions which may greatly influence their performance. The marketing function has the responsiblity for investigating the current conditions and the potential for each store. The companies...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: Franco Cloni, Massimo Milleri
June 15, 1989
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Citation

Cloni and Milleri (1989a, June 15). From number of sales to market share. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/from-number-of-sales-to-market-share