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Research papers

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994
Author: Ian E. Wood
June 15, 1994

Research papers

Information and intelligence

The aim of this paper is to describe how new methods based around information and geographical technology can be used to help auto manufacturers better understand the markets for their products, their performance within those markets and to assist in...

Catalogue: International Automotive Marketing Conference 1994
Author: Martin Clarke
June 15, 1994

Research papers

Listen, learn and lead

The primary purpose of a Market-Based Decision Network is to provide information and process tools to enterprise and operating management. It is a team of experienced people positioned to assist all levels of management by creating a set of processes...

Catalogue: International Automotive Marketing Conference 1994
Author: Vincent P. Barabba
June 15, 1994

Research papers

Information technologies and the new car marketing

In today's high-tech, high-speed markets, as organizations seek more effective ways to reach and hold increasingly unreachable and untenable customers, the application of information technologies (IT) to the processes of marketing has become an...

Catalogue: International Automotive Marketing Conference 1994
Author: Richard Brookes
June 15, 1994

Research papers

Image and soul

Our paper discusses the importance of image in the automobile industry. It begins by ascertaining how much money manufacturers typically spend in advertising, then other related communications disciplines. It is a substantial amount. We proceed to a...

Catalogue: International Automotive Marketing Conference 1994
Author: Philippe H. Defechereux
June 15, 1994

Research papers

The mismeasure of satisfaction

Four areas of research pertinent to the measurement of Customer Satisfaction are examined. The four areas and the key findings from each are summarized below. 1. Theoretical Views Regarding Customer Satisfaction Satisfaction results from the...

Catalogue: International Automotive Marketing Conference 1994
Author: Murlidhar Rao
June 15, 1994

Research papers

Is customer satisfaction really reflected in traditional customer satisfaction measures?

This paper questions some of the conventional approaches and ways that many manufacturers look at and use customer service research, in particular, Customer Service Monitors: The use of vague 'scales' to measure performance. The way the...

Catalogue: International Automotive Marketing Conference 1994
Authors: Ruth McNeil, Mark Carpenter
June 15, 1994

Research papers

The role of prior decision constraints

When purchasing high involvement consumer durables such as new cars, consumers are assumed to progress through the following stages: Problem or Need Recognition; External Search; Alternative Evaluation; Purchase or Choice; Outcomes or Postpurchase...

Catalogue: International Automotive Marketing Conference 1994
Authors: Girish Punj, Richard Brookes
June 15, 1994

Research papers

Measuring up to your own standards

BMW (GB) Limited has been conducting Customer Satisfaction studies among new car buyers in Great Britain for about eight years. The prime objective of these studies has been to assess the strengths and weaknesses of both the product and the service...

Catalogue: International Automotive Marketing Conference 1994
Author: Nigel Topping
Companies: BMW Group, KANTAR TNS Malaysia
June 15, 1994