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Research papers

Global advertising research approaches

It has taken a relatively short time for Millward Brown to evolve from a small agency in the United Kingdom to our first work in Asian markets in 1987 - a third stage in steady globalization of the company and its research products. Our own research...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Jeremy Green, Terry Willie
Company: KANTAR TNS Malaysia
November 1, 1996

Research papers

Transnationalisation of marketing strategies

Eastman Kodak, unlike many of the other top American corporations, has recognised that market potential for their products existed outside of the United States, and specifically in Asia, decades ago. Kodak has a long history in Japan. Kodak products...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: David Garrett, Simon Friend
November 1, 1996

Research papers

What turns them on and what turns them off

Traditional marketing has long recognized the important role of market research. Perhaps the one area where the marketer and the market researcher might actually agree to disagree is the. extent to which gut feel and experience are considered as...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Chris Robinson
November 1, 1996

Research papers

Hair and cosmetic products in the Japanese market

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Catherine Becker
Company: SORGEM IMR
November 1, 1996

Research papers

Are you talking to me?

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data which are actionable and provide real insight into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Martine Thiesse, Finola Gowers
November 1, 1996

Research papers

Brand share wars

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researchers are being asked by clients to provide data with...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: John Archer
November 1, 1996

Research papers

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
November 1, 1996

Research papers

Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with typical methods of collecting and analyzing...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Clive Wright, Stephen P. Needel
November 1, 1996

Research papers

The role of qualitative research in Asia

Qualitative research provides a unique opportunity for engaging in a dialogue with Consumers. This paper examines the following:- Qualitative Research and its practice in Asia;- Marketing implications of the changes taking place from Asian and...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Jocelyn Pinijarom, Peter Cooper
Company: QRi Consulting Ltd.
November 1, 1996