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Research papers

Achieving a strategic, integrated approach to corporate reputation measurement

This paper focuses on an integrated and holistic approach to reputation management.This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key studies to deliver strategically significant and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Raymond Heath
September 19, 2004

Research papers

Becoming cultural architects

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.This paper describes how a single global segmentation study catalysed one organisation into rethinking many...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Hilary Perkins, Paul Buckley
September 19, 2004

Research papers

The calculus of consumer privacy

This paper provides the 'algebra of the consumer's mind' regarding what the consumer wants different types of professionals and companies to know about them. We look at the relevance of different insights, seeing how each is appropriate to a variety...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Barbara Itty, Jeffrey Ewald, Jacqueline Beckley, Howard R. Moskowitz
September 19, 2004

Research papers

Getting research noticed at the corporate top table

This paper provides a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal.Initiated to better recognize and manage research as a corporate 'asset'...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ioannis (John) Dimopoulos, Daryl Maloney McCall, Jonathan Rabson
September 19, 2004

Research papers

Embedding market intelligence into key business processes

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the transformed end-to-end marketing process, from...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Andrea Goldberg, Susan Toner
September 19, 2004

Research papers

Blind vision (2004 remix)

Blancmange ... this pop band's 1983 single inspired the title, highlighting the authors' belief that research to be very important - especially in illuminating and aiding better decisions.This 2004 version mixes together two potentially contrasting...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Myles Runham, Darren Noyce
September 19, 2004

Research papers

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.
September 19, 2004

Research papers

Effective conversion: Turning insight into action

This paper will demonstrate in what way a strong partnership between client and research provider can provide a solution to deliver actionable findings based on different information sources on an on-going basis.The paper leads the reader through the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Yvan Goupil, Csaba Nemes
September 19, 2004

Research papers

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Giles Hedger, Leigh Morris, Raimund Schmolze
September 19, 2004