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How to measure brand purpose at the speed of culture

In a time of crisis, Brand Purpose has taken center stage. Value-driven consumers are demanding that brands get off the sidelines and answer the question: How are you making the world a better place?The challenge: you can't manage what you can't...

Catalogue: Webinars 2020
Authors: Rishad Tobaccowala, Rob Key
Company: Converseon
July 30, 2020


MR contribution to #1 sales spot first-time-ever for Nissan Japan

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}Against lots of opposition from executives and stakeholders in the company, MR team led the collaboration of functions by proposing the winning scenario for white space all...

Catalogue: Client Summit 2019- Spring Edition
Authors: Asuka Torii, Raphael Meillat
Company: Nissan Motor Co.
June 27, 2019

Research papers

Can chairs talk?

This paper illustrates how we had to be agile and push the boundaries- yet in doing so we were able to reshape the client's long term strategies.Using a combination of Image Mining and Text Analytics to decipher relative strength of fast growing...

Catalogue: Congress 2017: Visionary
Authors: Preriit Souda, Chiara Davanzo Zamarian
Company: KANTAR TNS Malaysia
September 4, 2017

Research papers

It takes many notes to make a symphony

We are in an age of data carpet bombing. Businesses are staggering with the flow of industry updates, investor reports, retail audits, sales dashboards, brand tracks, social listening ad nauseam. The data is intended to empower, yet it overwhelms....

Catalogue: Congress 2017: Visionary
Author: Ritanbara Mundrey
August 24, 2017

Research papers

Implications of a strategic/competitor focus on the application and process of marketing research

This paper presents a brief review of a structural approach to competitor analysis: A review which includes a presentation of several strategic planning models particularly those involving a competition approach. To help understand the role of...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Michael Parent
June 15, 1985

Research papers

Uses and application of IMS databases and information sources for competitor analysis

The paper describes, in general terms, the most recent developments of IMS Database Services and relates these to the analysis of competitors. The need for numeric and text information is discussed in addition to the suggested uses of advertising...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Authors: David Brown, Maryanne Roach
February 27, 1985

Research papers

Competitive analysis and media planning

This paper is a contribution to the ESOMAR Seminar on competitor analysis in the pharmaceutical market. It has the intention to point at practical analysis of competitor promotion. This in itself is not new, of course, but the paper describes another...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Jan A. Schipper
February 27, 1985

Research papers

The use of international online databases in competitive analysis

Online databases extend the researcher's range of sources so greatly that they cannot be ignored both as a tool in competitive analysis and as a means of keeping abreast of the world's literature on technical and business aspects of the...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Janet Matthews
February 27, 1985

Research papers

Macroanalysis of the international pharmaceutical industry

With the increasingly international nature of the pharmaceutical industry, market researchers are faced with the task of analysing companies and product sectors that are exposed to a wide variety of operating conditions. Whether conducting analysis...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Steve-Michael Plag
February 27, 1985