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Research papers

Business restructuring in market research

This paper considers the role of business information systems in affecting this change. Not driven by technology but driven by business requirements. We demonstrate how, at Bayer UK, the effective integration of data from multiple sources is rapidly...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Marion Wyncoll, John Markham
Company: Bayer AG
June 1, 1994

Research papers

Far East pharmaceutical markets as a challenge for strategic marketing

This paper is divided into four parts: The first part describes the increasing relevance of the East Asian markets: between 1990 and 1993 the gross national product of Taiwan grew by 27%; and by 44% in the People’s Republic of China. This region...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Wolfgang Esser, Matthias Fargel
Companies: Bayer AG, PSYMA GROUP AG
June 1, 1994

Research papers

How to integrate qualitative market research into a global communication programme?

It's our intention to outline in this paper some thoughts on the role research can, and should take in the development of a succesful brand strategy. In particular, we wish to expand on the central theme of the seminar, the primary objective is to...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Michael de Decker, Antonio Valente
Company: Bayer AG
June 15, 1993

Research papers

Predicting reactions of farmers to a changing competitive and pricing situation

This paper shows how the NSS PRICE SENSITIVITY METER, developed by one of the authors was applied to a multi-country agricultural research problem. It demonstrates how, by combining the price perception data with other types of data accurate...

Catalogue: Seminar 1992: European Agriculture In Transition
Authors: T. Justus Homburg, Peter H. van Westendorp
Company: Bayer AG
June 15, 1992

Research papers

The integration of research into product management

Economic environment and C.A.P makes the marketing of agricultural products more and more challenging. As any marketing company, MONSANTO in the context of its culture and its multinational and multi business dimension has gone trough the normal...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe
Author: Pierre-François Boin
Company: Bayer AG
June 15, 1985