Resources Library by ANA

Product development and (re)positioning

To collect valid and actionable information for positioning and product development of neuroleptics in case of schizophrenia, 420 psychiatrists and 60 schizophrenic patients were interviewed using a combination of multi attribute models (conjoint...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Eric Meinardt, Dirk Huisman

Company: SKIM

June 1, 1994

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Roger Hawa

January 1, 1994

A new style of selling in the home appliance business

A vertical marketing system, Milar, shows how a new market positioning plus a new coherent retail marketing strategy has helped the company achieve good performance in sales and costs during a difficult economic period. Self - selection, carefully...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Lluis Martinez-Ribes

June 15, 1993

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Pierre Valette-Florence, Bernard Rapacchi

June 15, 1993

The position of marketing research in Czechoslovak firms

The paper is divided in three parts. The first part creates the base by defining a background of our companies, of our economy and typical starting positions at the beginning of the transformation process. These are important information for the...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Vladimir Vavrecka

June 15, 1992

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Michael F. Cramphorn

June 15, 1992

Assessing marketing opportunities- The benefits of integrating the qualitative and the quantitative

The paper demonstrates, according to a step by step procedure, how research relative to a car launch was thought of, in terms of strategic objectives first, then how an approach integrating the qualitative and the quantitative was selected second, as...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Authors: Vic C. Lemmens, Joseph Khoury

June 15, 1992

Corporations are people too

This paper develops and extends the author’s previous work on a theory of Brand Relationships. Based on the definition of a Brand Relationship as the interaction of the consumer's attitudes with those of the brand, an analytical framework for...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Max Blackston

June 15, 1992

Strategic positioning for a European airline in the 1990s

The development of air traffic in the 1990's is a constant factor in the future foreseen by airlines and the organizations that represent them. Already developing markets (such as Europe and the Asian Pacific), together with new markets that are ripe...

Catalogue: Seminar 1990: Countdown to 1992

Author: Paolo Lo Bascio

June 15, 1990