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Research papers

How to create customer preference

The present paper attempts to answer the question of how to create consumer preference in the retail bank sector. The question of creating consumer preference has become increasingly relevant as retail banks grow more and more remote from the...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance
Authors: Jim Williams, Marianne Mollmann, Philippe Boutié
May 1, 1996

Research papers

Branding in Central and Eastern Europe

In this paper we describe the findings of major global study as they apply to Central and Eastern Europe. It is divided into two parts. In the first part we describe some of the technical issues involved in conducting so large a study in this region....

Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Jim Williams
April 1, 1995

Research papers

Constant questions or constant meanings? Assessing intercultural motivations in alcoholic drinks

This paper is in three parts. The first part examines the problem of establishing a common basis of comparison between consumer attitudes and behaviour in different cultures. It discusses the various forces which contribute to cultural differences in...

Catalogue: Conference 1991: International Marketing Research
Author: Jim Williams
June 15, 1991