Resources Library by ANA

The proposal process of privatization (Spanish)

The Argentine Republic is at the forefront of Latin America in terms of the privatization process. The largest businesses, especially in Public Sents, have already passed into private hands. Within this context, the bidding processes cause bidding...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Cristina Francisco Alvarez, Julio Fresno Aparicio

June 15, 1997

Brazilian teenagers go global

This paper pictures the first generation of young global consumers in Brazil and the common traits they present with their counterparts in other countries, sharing the same basic set of values and being attracted by the same international brands....

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jaime Troiano

June 15, 1997

The contribution of qualitative research to advertising creativity (Spanish)

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

June 15, 1997

Geodemographics and its application to the study of consumers (Spanish)

The investigation from markets in general support in the data demographics for their designs methodological. These data from population and living place is it so structured according variables as age, sex and division political- administrative The...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Daniel Baez Ortega, Guido Romo Costamaillere

June 15, 1997

Los niños nos miran (Spanish)

This work constitutes an initial qualitative exploration, first stage of a study that should be completed with a quantitative inquiry to throughout the year. Its content is a global description of the children's audience of Open...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Ulises Manuel Paolini

Company: Nielsen

June 15, 1997

Consumer-oriented business management (Spanish)

This paper describes the current situation and perspectives of Business Management, analyzing the most recent reflections of academics, strategists and specialized consultants, valued by current market research clients. Conceptualizes the main...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Osvaldo E. Gagliardo

June 15, 1997

The other side of the coin (Spanish)

This research paper examines the internal client and its commitment with organizational transformation. It establishes the hypothesis that organizational transformation is key in the alignment of a company with market requirements and that such...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Pablo Jose Rivera, Carmen Nora Olivencia

June 15, 1997

The implementation of L-O-V in Venezuela

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Susana Arreaza, James Baskin, Gilbert Bergna, Orlando Riebman

Company: StatMark Group, S.A.

June 15, 1997

Customer satisfaction in the distribution line (Spanish)

This paper illustrates the benefits of the CSM Customer Satisfaction Measurement Model and its contribution to total quality management programs. Identifying satisfaction drivers for distribution line members of a household electrical appliances...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Norah Schmeichel

Company: GfK

June 15, 1997