Resources Library by ANA

Egyptian consumers

The paper presents the use of psychographics in segmenting the Egyptian market. In addition, it also outlines a socio-demographic system for the less adventurous marketers with which to classify consumers. The paper attempts to provide an objective...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Jehan El-Tigi, Mohamed Wafai

March 1, 1996

Retail audits

This paper examines Retail Audit data captured in Egypt using econometric modelling. The approach currently is not purely directed at forecasts or predictions but an understanding of trend movements. ARIMA and Transfer Function Modelling has been...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Bhawani Singh, Salil Punoose

March 1, 1996

Brief by name, brief by nature

The use of research by local companies in the Middle East region is increasing. While these companies understand the value of research and, in broad terms, what they want from a study, the buyers are often non- researchers who do not fully appreciate...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Nigel W. Dix

March 1, 1996

Knowledge is scarce

This paper argues that qualitative research can be carried out in Saudi Arabia in the same depth as in the West. Qualitative research can produce the same insight and "feel" for a product that has added so much value to marketing strategies...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Tim Swift

Company: Procter & Gamble

March 1, 1996

Marketing myopia revisited

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled Marketing Myopia linking failure of leadership and decline of industry. Using those concepts, this paper tries to profile the response of...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Dhananjayan Kashyap

Company: Unilever

March 1, 1996

Customer value strategies

As competition for business becomes more and more intense in the Middle East region, delivery of quality customer service has become a major goal for many companies in the region. This paper analyses the challenge faced by market research suppliers...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Anna Rita Baglioni Hadjigavriel

March 1, 1996

Fine tuning the media vehicle selection

This paper attempts to provide marketing and media professionals with a new way of looking at how their money is being spent. When multi-million dollar decisions are taken on advertising spend, markerers tend to fall back on a traditional approach to...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Stan Sthanunathan

March 1, 1996

The value of contacts in promoting brand equity

Brand equity is basically related to the capacity of a brand to win and maintain loyal customers. It represents a new dimension in contemporary marketing that focuses on winning share of loyal customers to improve and preserve market share. Common...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Joseph Khoury, Oscar Jamhouri

March 1, 1996

What have we learnt from tracking sponsorships?

Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with tracking data, the evaluating effect of specific...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Srijib Maitra, Jasojit Mookerjea

March 1, 1996