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Research papers

Understanding business drivers at the point of sale

In a challenging market environment a deep understanding of the shopper at the point-of-sale particularly with regard to return of pos investment is crucial for sustainable business success. This presentation deals with the identification of the key...

Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Author: Karsten Kamin
Company: The Coca-Cola Company
March 4, 2009

Research papers

Let it flow!

Increasingly companies have to balance their corporate social responsibility initiatives with both the value to society and to their business. What agendas to pursue, whether at the corporate or brand level and the triggers which have net impact on...

Catalogue: Congress 2008: Frontiers
Authors: Trent Ross, Curt Stenger, Angela Lovejoy, Omar Rodriguez, David Pring
Companies: Ipsos MRBI, The Coca-Cola Company
September 26, 2008

Research papers

Using multi media measurement

Today, marketers have a choice of market research studies from different vendors to provide them with the above described information about mass media and new contact points. These multimedia studies use consumer survey data to measure the relative...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Author: Shubu Mitra
Company: The Coca-Cola Company
June 15, 2008

Research papers

From perception to experience

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in...

Catalogue: Latin America 2006
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 8, 2006

Research papers

Deep-dive research

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of sociological and marketing research) for the Coca-Cola Company in Kazakhstan. The research - based on a complex implementation of qualitative methods as...

Catalogue: Congress 2006: Foresight
Authors: Karlygash Rakhimova, Leonid Gurevich
Companies: BISAM Central Asia, The Coca-Cola Company
September 17, 2006

Research papers

Latin American trends: Local societies, local consumption and global brands (Spanish)

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004

Research papers

Latin American trends: Local societies, local consumption and global brands

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004

Research papers

The shepherd and the cowboy

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication.It describes the values of young people in the MENA region, how these impact on their aspirations and expectations...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Othman Ouazzani, Nandini Roy
Company: The Coca-Cola Company
November 5, 2003

Research papers

How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

Catalogue: Latin America 2002
Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
May 12, 2002