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Research papers

Capturing the elusive brand

This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Mary Short, Sarah O'Brien
June 15, 1998
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Citation

Short and O'Brien (1998a, June 15). Capturing the elusive brand. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/capturing-the-elusive-brand


Research papers

The dangers in hidden assumptions

This paper discusses the assumptions implicit in much advertising used in Western European countries and how these are not always appropriate to what are often new markets in Central and Eastern Europe. In the same was as all Western European...

Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Mary Short
April 1, 1995
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Citation

Short, M. (1995a, April 01). The dangers in hidden assumptions. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-dangers-in-hidden-assumptions


Research papers

Smartie

In an ever changing world it is necessary to apply market research techniques that help keep pace with this changing environment. This paper introduces a technique, SMARTIE, not just for measuring current company image, but for identifying those...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Authors: Mary Short, Tricia Henry
June 15, 1991
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Citation

Short and Henry (1991a, June 15). Smartie. ANA - ESOMAR. Retrieved December 06, 2023, from


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


Case studies

The use of research in the development of tourist facilities

The paper reviews the use of research in the development of site-based tourist facilities, covering a wide variety of private and public sector operations. It firstly examines the particular features of the markets in which such facilities operate,...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Authors: Mary Short, Jonathan Wilkinson
June 15, 1983
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Citation

Short and Wilkinson (1983a, June 15). The use of research in the development of tourist facilities. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-use-of-research-in-the-development-of-tourist-facilities