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Research papers

Opportunities and risks in Eastern Europe

The collapse of communist control in Eastern Europe and the former Soviet Union and the ensuing transition to market based economies has opened the door to a consumer market of 409 Million people. This paper discusses recent developments in the...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Louis Bailoni
June 15, 1992

Research papers

Panel discussion: Design and marketing

The following paper is a ’live’ transcript of the panel discussion which concluded the New Products session. Although the discussion touches on some important areas of theory, the main emphasis is on the practical issues faced by designers,...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Authors: Patrick Le Quément, Philip Wade, Daniel Bachelet, Gianpiero Benevolo, Richard Brookes, Lorne D. McMillan
June 15, 1992

Case studies

Opel case study of integrated marketing communication

The quality of the products and the level of the creative being more or less equal in the highly competitive automotive marketplace, it is essential to figure out a way to break through the media and advertising clutter today's consumer is exposed...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Dick Hage
June 15, 1992

Research papers

Realities of the European single car market

The paper provides a view of the real impact of the European Single Market on the car industry. It contrasts the political ambitions to achieve an open market with the divisions and differences that still exist in the environment for selling and...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Malcolm Harbour
June 15, 1992

Research papers

US trends in customer satisfaction and distribution

J.D. Power and Associates recently released its Vehicle Performance Study, the fourth of its five-phase owner satisfaction program. Other studies that comprise this program are the company’s well-known Customer Satisfaction with Dealer Service...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: James David Power
Company: JD Power
June 15, 1992

Research papers

The dealer as a customer

Vehicle manufacturers, their dealers, who they should regard as their customers, and the individuals or organisations who buy vehicles (who should be regarded as the dealer's customers) have an inter-dependent relationship. The manufacturer needs...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Ron Sewell
June 15, 1992