Resources Library by ANA

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Douglas MacLachlan, Michael Mulhern

October 10, 2004

360° brand

This paper is a case study about the brand development of the mobile operator MobiMak from the emerging country of Macedonia.

Catalogue: ESOMAR Conference on Marketing 2004

Author: Elena Gligorovska

October 10, 2004

Conjoint measurement and real options

The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Marek Dietl, Radoslaw Rejman

October 10, 2004

How does a virtual brand community emerge?

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Abdelmajid Amine, Lionel Sitz

October 10, 2004

Mapping the customer's mind

The authors attempt to understand and access the respondents inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Michael Francesco Alioto

Company: RDA Group, INC

October 10, 2004

Taking the pulse on impulse

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Dwight Watson

Company: Nielsen

October 10, 2004

Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies

This paper shows how the application of a platform for information acceleration methodologies can quickly allow organizations to develop preference profiles of potential users even before a product is available for market.The results of this study...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Jordan Louviere, Tim Coltman, Timothy Devinney

October 10, 2004

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Peter S.H. Leeflang

October 10, 2004

Building strong, better brands - Looking beyond the obvious!

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs/motivations to brand choice into one holistic simple...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Sunando Das

October 10, 2004