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Research papers

Marketing management support systems

A Marketing Management Support Systems can be defined as any device combining (I) information technology, (II) marketing data and/ or knowledge, and (III) analytical capabilities, made available to one or more marketing decision-makers with the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Berend Wierenga, Gerrit H. van Bruggen
June 15, 1993
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Citation

Wierenga and van Bruggen (1993a, June 15). Marketing management support systems. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/marketing-management-support-systems


Research papers

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Mark Leenders, Felix Janszen, Berend Wierenga
June 1, 1994
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Citation

Leenders, Janszen and Wierenga (1994a, June 01). Structuring the marketing. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/structuring-the-marketing


Research papers

Multi-dimensional preference analysis

Over the last ten years major progress has been made in the area of multidimensional preference models and related measurement and analysis procedures. This has resulted in a rich collection of models and methods that can give very valuable insights...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Berend Wierenga
September 1, 1980
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Citation

Wierenga, B. (1980a, September 01). Multi-dimensional preference analysis. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/multi-dimensional-preference-analysis