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Research papers

Integrated marketing communications

This paper focuses on the subject of Integrated MarketingCommunications. As marketers are observed moving away fromtraditional admass strategies, towards those that are more personalised,customer oriented and technology driven, IMC has emerged as...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Susan Baker, Helen Mitchell
November 1, 2000
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Citation

Baker and Mitchell (2000a, November 01). Integrated marketing communications. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/integrated-marketing-communications


Research papers

Resourcing the marketing research capability

Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of...

Catalogue: ESOMAR Congress 1989
Author: John D. F. Martyn
September 1, 1989
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Citation

Martyn, J. D. (1989a, September 01). Resourcing the marketing research capability. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/resourcing-the-marketing-research-capability


Research papers

A well designed decision support system proves to be essential for an effective marketing information system

The paper introduces an emerging problem-solving technology that consists of people, knowledge, and computer software and hardware wired into the management process. This technology results from the evolution in the use of computer systems for...

Catalogue: ESOMAR Congress 1989
Authors: Olivier De Schrevel, Philippe Claeys
September 1, 1989
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Citation

De Schrevel and Claeys (1989a, September 01). A well designed decision support system proves to be essential for an effective marketing information system. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/a-well-designed-decision-support-system-proves-to-be-essential-for-an-effective-marketing-information-system


Research papers

Scanning scanning opportunities

This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using...

Catalogue: ESOMAR Congress 1988
Authors: Frans W. Plat, Peter S.H. Leeflang
September 1, 1988
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Citation

Plat and Leeflang (1988a, September 01). Scanning scanning opportunities. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/scanning-scanning-opportunities


Research papers

Organisational culture and marketing efficiency

This paper discusses the significance of various theoretical and methodological approaches to the concept of organisational culture with respect to the marketing activities of a company. Emphasis is placed on the marketing staff’s function as a...

Catalogue: ESOMAR Congress 1988
Authors: Ulli Arnold, Andras Bauer
September 1, 1988
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Citation

Arnold and Bauer (1988a, September 01). Organisational culture and marketing efficiency. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/organisational-culture-and-marketing-efficiency


Research papers

The contribution of M.M.I.S. to effective industrial marketing management

The paper presents some basic and practical considerations for establishing and using a as well as the contribution of the M.M.I.S. to effective industrial marketing management. In contrast to M.M.I.S. for consumer goods marketing, the idea of an...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Milan Jurse
June 15, 1987
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Citation

Jurse, M. (1987a, June 15). The contribution of M.M.I.S. to effective industrial marketing management. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/the-contribution-of-m-m-i-s-to-effective-industrial-marketing-management


Research papers

The new qualitative technology

A new qualitative technology is developing based upon improved skills, pressure from marketing management and advertising agencies for more useful research data, and the consequent reappraisal of qualitative research techniques. This movement is...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Peter Cooper
January 1, 1987
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Citation

Cooper, P. (1987a, January 01). The new qualitative technology. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/the-new-qualitative-technology


Research papers

New information technology and information handling

This paper reviews, briefly, the new technologies relevant to information handling and attempts to place them in the economic context of Europe to-day. The role and potential of these technologies and their possible application in Market and Opinion...

Catalogue: Seminar 1984: Market Research And M.M.I.S.
Author: Barry Mahon
January 25, 1984
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Citation

Mahon, B. (1984a, January 25). New information technology and information handling. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/new-information-technology-and-information-handling


Research papers

Developing user information requirements

A methodology is developed in this paper to meet the complexity of identifying information requirements at top management level. The main problems with such a methodology are, firstly, to find a strategy for determining the essential information...

Catalogue: Seminar 1980: Information Systems In Action
Author: Ritva Rautkylä
June 15, 1980
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Citation

Rautkylä, R. (1980a, June 15). Developing user information requirements. ANA - ESOMAR. Retrieved March 22, 2025, from


https://ana.esomar.org/documents/developing-user-information-requirements