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Research papers

Domain specific market segmentation

Market segmentation can be considered as one of the most fundamental concepts of modem marketing. If you're not thinking segments, you're not thinking marketing. The selection of a basis for segmentation is required. In the sixties and seventies,...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Hans Elzinga, Alfred E. Bronner
Company: Veldkamp Marktonderzoek
September 1, 1992

Research papers

Consumind® 91 building bridges between media and market-places

Segmentation is the basis for marketing activities, including media splanning. In the sixties and seventies social class and family life cycles were popular bases for marketing. From the end of the seventies till the end of the eighties life-style...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Hans Elzinga
June 15, 1992

Research papers

Knowing how advertising works

The advertising industry is rapidly changing. Advertisers are looking for immediate results; often at a very short notice. Advertising agencies try to expand their service functions from merely creative to overall marketing services. The recession...

Catalogue: Seminar 1985: Quality In Publishing
Authors: Meinard Carper, Hans Elzinga
November 27, 1985

Research papers

Media research in the Netherlands 1970-1980

In this paper the state of media research in the Netherlands in the early seventies and the developments that ensued up till now will be systematically dealt with. Typical of the period 1970 till 1980 was the rapidly growing need for qualitative data...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Hans Elzinga
June 15, 1980