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Research papers

The stochastic conditional hierarchy of brand values

This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful long-term and a strategically-competitive manner. These brand values include generic properties functional attributes ...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Martin C. van Herk
June 15, 1998
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Citation

van Herk, M. C. (1998a, June 15). The stochastic conditional hierarchy of brand values. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-stochastic-conditional-hierarchy-of-brand-values


Research papers

Is the tail of market research wagging the dog?

In the 1980/90s, with the development of evermore sophisticated computers and software packages, Market Research has moved itself into an industry that is more concerned with the accuracy of predicting the value of Events than with, what Market...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Martin C. van Herk
September 1, 1994
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Citation

van Herk, M. C. (1994a, September 01). Is the tail of market research wagging the dog?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/is-the-tail-of-market-research-wagging-the-dog-


Research papers

Multi-cultural marketing

Multi-cultural Marketing has existed in Asia since colonization. While a number of multi- national companies have been very successful in this region, their success was not, necessarily, due to their understanding of the markets in which they...

Catalogue: Seminar 1993: Marketing And International Research
Author: Martin C. van Herk
June 15, 1993
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Citation

van Herk, M. C. (1993a, June 15). Multi-cultural marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/multi-cultural-marketing