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Research papers

A step forward in understanding shoppers using segmentation techniques

This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Roger Allford, Caroline Ward, Natalie Evans
Company: Procter & Gamble
September 22, 2002

Research papers

Research can be innovative too

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Richard Herbert, Mahmoud Aboul-Fath
Company: Procter & Gamble
September 22, 2002

Research papers

The impact of consolidation on the research industry

This paper examines changes in ownership concentration in the research industry, using market share as a metric. It first examines changes in the aggregate share held by the largest companies, both globally and in major markets. It then identifies...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Michael Mitrano
Company: Transition Strategies Corporation
September 22, 2002

Research papers

Marketing research in complexity

Complexity, in the past decade, found itself a seemingly large research area in bio-sciences (genetics, artificial life), physics, engineering, mathematics, computer sciences, economics and even in social sciences and politics. The mathematical tools...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Akin Alyanak, Erkani Keyman
September 22, 2002

Research papers

The operation was successful but the patient died

Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.). This interpretation does not explain why failures continue in...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Omar Mahmoud
Company: Procter & Gamble
September 22, 2002

Research papers

Evaluation of the financial value of brands

This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Henrik Sattler, Siegfried Högl
Company: GfK
September 22, 2002