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Research papers

A new macro-level segmentation model for business-to-business marketing

In consumer markets, marketers and researchers have traditionally used demographics (sex, lifecycle, income, socio-economic class) to segment markets. Other segmentation bases have been proposed and used (psychographics, values), but "demographics"...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Geoff Alford
June 15, 1994
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Citation

Alford, G. (1994a, June 15). A new macro-level segmentation model for business-to-business marketing. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/a-new-macro-level-segmentation-model-for-business-to-business-marketing


Research papers

Dissecting the media multiplier

The idea that a combination of print and television makes an advertising budget work harder than does television on its own has been well supported by a number of research studies in recent years. These research studies were drawn together under the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Alan Smith
June 15, 1994
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Citation

Smith, A. (1994a, June 15). Dissecting the media multiplier. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/dissecting-the-media-multiplier


Research papers

Why has branding failed in the U.K. insurance industry?

This paper argues that, in spite of consistent levels of promotional support for UK insurance companies since they first began advertising on television in the mid-1970s, no strong insurance company brands have yet been established in the UK in 20...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Authors: Robert Watters, Douglas Wright
June 15, 1994
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Citation

Watters and Wright (1994a, June 15). Why has branding failed in the U.K. insurance industry?. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/why-has-branding-failed-in-the-u-k-insurance-industry-


Research papers

Developing a global brand

This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Philip Dover, Roy Croft, Robert Kopp
June 15, 1994
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Citation

Dover, Croft and Kopp (1994a, June 15). Developing a global brand. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/developing-a-global-brand


Research papers

The relationship between primary producers and the processing sector

This paper employs a business-to-business relationship marketing perspective to investigating and quantifying the relationship between Australian grain growers and an agribusiness food processing firm. The next section provides the conceptual...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Michael O'Keeffe
June 15, 1994
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Citation

O'Keeffe, M. (1994a, June 15). The relationship between primary producers and the processing sector. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/the-relationship-between-primary-producers-and-the-processing-sector


Research papers

Will the E.C./C.A.P. semi-compulsory set-aside scheme lead to a musical chairs dance among machinery manufacturers?

Combine harvester sales can be linked to total arable area, the changes in the cropping patterns, the number of holdings (and the changes in farm size), farmers’ incomes and expected priorities in their investment decisions. At New Holland we...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: Alfons-Pierre Ameel
June 15, 1994
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Citation

Ameel , A. (1994a, June 15). Will the E.C./C.A.P. semi-compulsory set-aside scheme lead to a musical chairs dance among machinery manufacturers? . ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/will-the-e-c-c-a-p-semi-compulsory-set-aside-scheme-lead-to-a-musical-chairs-dance-among-machinery-manufacturers-


Research papers

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Howard Biggs
June 2, 1994
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Citation

Biggs, H. (1994a, June 02). Systems determine markets. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/systems-determine-markets


Research papers

The role culture has in international pharmaceutical strategy

The aim of this paper is to outline some of the cultural issues which we as researchers need to take into consideration with regard to international pharmaceutical marketing research projects. The wealth of data available in the pharmaceutical arena...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Janet Henson, Bernadette Rogers
June 1, 1994
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Citation

Henson and Rogers (1994a, June 01). The role culture has in international pharmaceutical strategy. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/the-role-culture-has-in-international-pharmaceutical-strategy


Research papers

TV audience measurement around the world

There is increasing interest in the "Digital Superhighway”. How will TV audience measurement cope with this radical change in the medium? Many believe that the fast approaching fractionated and mobile television environment will necessitate a...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Bill Harvey, Ken Purdye
May 1, 1994
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Citation

Harvey and Purdye (1994a, May 01). TV audience measurement around the world. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/tv-audience-measurement-around-the-world