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Research papers

Service quality evaluation in the pharmaceutical industry (Spanish)

The use of this methodology allows us to draw' a performance chart of ourselves as well as of competitors identifying the strong cores of services that are to be maintained the weak cores that need to be improved and those others of a more...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nestor Cohen, Monica Soto
June 15, 1999

Research papers

Novel segmentation techniques (Spanish)

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Carlos Quezada Guzman, Emilio Martinic
June 15, 1999

Research papers

The Brazilian family (Spanish)

This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and attitude trends. Stratification is attempted to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Alessandro Janoni Hernandes, Mauro Francisco Paulino
June 15, 1999

Research papers

A department store CSM study In Chile (Spanish)

The present document studies the advantages and benefits of the Customer Satisfaction Measurement (CSM) studies in a highly competitive market as is the case in the department store sector in Chile. In particular the benefits contributed by the...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Mauricio Ordenes, Jaime Quezada, Ramon Cavieres
June 15, 1999

Research papers

Development of new products in global markets (Spanish)

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Monica Kleiman, Arnaldo Bär
June 15, 1999

Research papers

Public opinion migrants, brand migrants (Spanish)

This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matrices of voters and consumers and derive indicators...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Alain Mizrahi, Juan Jose Calvo
June 15, 1999

Research papers

Marketing of the future (Spanish)

This paper argues that regardless of the changes brought about by technology and globalisation the fundamental rules of marketing remain the same. Thus a return to the basics of marketing is proposed. Today customers are not placed at the centre of...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Pedro Chicharro
June 15, 1999

Research papers

Evaluation of service quality and customer satisfaction (Spanish)

The paper presenfs the authors’ viewpoint of the evaluation of customer satisfaction in the Brazilian Telecommunications Operating Companies while state-owned companies. Methodologies like the Projects Opus and Revind developed by technicians...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Jose Eduardo Benevello de Castro, Edmundo Brandao Dantas
June 15, 1999

Research papers

The use of modelling for public opinion polls (Spanish)

This dissertation aims to propose a methodological approach to apply modelling to public opinion polls in order to favour the process which leads from description to explanation and further to prediction. The inclusion of modelling would also...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Oscar Carrari
June 15, 1999