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Research papers

Bridging the data decision gap

In this paper it is argued that there is a growing gap between what market research offers and what decision takers require of market research. It is argued that this gap could be reduced if market researchers communicated more effectively how market...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: David Smith
Company: DVL Smith Ltd
September 1, 1990

Research papers

New consumption trends (German)

Lately, the headings "new consumption trends" and "change of paradigms" appear again and again to point out profound changes of consumer behaviour with important consequences for the entire market. The methodical prerequisite for the discovery of a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christoph B. Melchers
Company: IFM Mannheim
September 1, 1990

Research papers

Marketing research in the decade ahead

Opening speech at the 43rd ESOMAR Marketing Research Congress by Jean-Louis Laborie.

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Jean-Louis Laborie
June 15, 1990

Research papers

Brand valuation

In this paper we examine the alternative methods possible for valuing brands, their advantages and disadvantages. We conclude that as brands are essentially marketing properties and owe their success to the skill with which they are nurtured and...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Tom Blackett
September 1, 1990

Research papers

Conformism and transformism

Within the framework of a changing world, marketing products like quick frozen foods and ice cream are continuously confronted with improvements in the form of innovation and renovation. The possible changes concern naturally not only the intrinsic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Clement Forges
September 1, 1990

Research papers

Conformism and transformism (French)

Within the framework of a changing world, marketing products like quick frozen foods and ice cream are continuously confronted with improvements in the form of innovation and renovation. The possible changes concern naturally not only the intrinsic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Clement Forges
September 1, 1990

Research papers

Using research in evaluating joint venture activity

Significant coverage of the dramatic events in Eastern Europe and the Soviet Union has elevated the interest in doing business in these areas on the part of business people, government officials, and consumers alike. The importance of this activity...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Janos Vecsenyi, Robert D. Hisrich, Andrew C. Gross
September 1, 1990

Research papers

Screening successful new products around the world

This paper presents the results of what we believe is the first such experiment to be publicly reported: simultaneously testing five actual new product concepts in four countries around the world. What makes this experiment unique is that since the...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Steven Jagger, Robert J. Wilk, Jeffrey L. Pope, Pablo Jose Rivera
September 1, 1990

Research papers

New consumption trends

Lately, the headings "new consumption trends" and "change of paradigms" appear again and again to point out profound changes of consumer behaviour with important consequences for the entire market. The methodical prerequisite for the discovery of a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christoph B. Melchers
Company: IFM Mannheim
September 1, 1990