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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 February 18, 2026, from


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


Research papers

Closing of the seminar

Some remarks on what we called below-the-line. It seems to me that this area has reached a more developed status from the research point of view. Still there is room for improvement, especially: We observe that cumulated experiences lead to learning...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Mario van Hamersveld
Company: Philips International
November 6, 1985
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Citation

van Hamersveld, M. (1985a, November 06). Closing of the seminar. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/closing-of-the-seminar


Research papers

Introduction to the seminar

We will be discussing the use of promotion and sponsorship in the marketing mix, dealing with the state of the art and trends. And, of course, within the framework of the ESOMAR umbrella, we will pay particular attention to roles of research in...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Mario van Hamersveld
Company: Philips International
November 6, 1985
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Citation

van Hamersveld, M. (1985a, November 06). Introduction to the seminar. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/introduction-to-the-seminar-2686


Research papers

The index method

In this paper, a classification method (the index method) is proposed which aims to discriminate between members of two groups (e.g. buyers and non-buyers). The index method is compared with two-group discriminant analysis which is a standard and...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Leendert de Jonge, Walle M. Oppedijk van Veen
Company: Philips International
June 15, 1984
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Citation

de Jonge and Oppedijk van Veen (1984a, June 15). The index method. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/the-index-method


Research papers

Research for more effective product assortment decisions

The main purpose of this paper is to describe how specific research methods were used to support the decision making regarding the very recent introduction of new cooking equipment on the Dutch market. Specific characteristics of this market...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: René Striekwold, Wytze J. Feringa, Rob R. van den Heuvel
Company: Philips International
June 15, 1984
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Citation

Striekwold , Feringa and van den Heuvel (1984a, June 15). Research for more effective product assortment decisions. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/research-for-more-effective-product-assortment-decisions


Research papers

The innovation process in consumer electronics

The innovation process in the consumer durables sector has a number of specific characteristics. This paper highlights a number of aspects of new product developments as far as consumer electronics are concerned. First, a number of general market...

Catalogue: Seminar 1979: New Product Development
Author: Mario van Hamersveld
Company: Philips International
October 1, 1979
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Citation

van Hamersveld, M. (1979a, October 01). The innovation process in consumer electronics. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/the-innovation-process-in-consumer-electronics


Research papers

Foreword

The future of animal protein production is a subject of considerable discussion, of flaring emotions and conflicting situations. This is not surprising because the changes in this sector of the economy have been so vast and come so rapidly that very...

Catalogue: Seminar 1976: The Future Of The Animal Health Care Market
Author: Koos van Giezen
Company: Philips International
November 24, 1976
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Citation

van Giezen, K. (1976a, November 24). Foreword. ANA - ESOMAR. Retrieved February 18, 2026, from


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


Research papers

An application of microsimulation modelling to the marketing of a consumer durable

Philips pursue a policy of systematically evaluating new methodology for improving the Company's marketing decisions. Marketing models of several types have been developed, especially using regression techniques on time series data. However, ranch...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Pieter Gunter, David Beazley
Company: Philips International
June 15, 1976
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Citation

Gunter and Beazley (1976a, June 15). An application of microsimulation modelling to the marketing of a consumer durable. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/an-application-of-microsimulation-modelling-to-the-marketing-of-a-consumer-durable


Research papers

Marketing research training in a multinational corporation

The paper starts with a description of the developments leading to an increasing spread of staff functions in the multi- national corporations and hence of marketing research and consultancy services. The Philips training activities in marketing...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: Peter L. F. de Jong
Company: Philips International
June 1, 1976
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Citation

de Jong, P. L. (1976a, June 01). Marketing research training in a multinational corporation. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/marketing-research-training-in-a-multinational-corporation