You searched for: "*"

The results has been filter on Catalogues containing ESOMAR Conference on Marketing 2004.
ANA has found 14 results for you, in 355 ms.
Didn’t find what you were looking for? Try the Advanced Search!

Research papers

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Douglas MacLachlan, Michael Mulhern
October 10, 2004

Research papers

360° brand

This paper is a case study about the brand development of the mobile operator MobiMak from the emerging country of Macedonia.

Catalogue: ESOMAR Conference on Marketing 2004
Author: Elena Gligorovska
October 10, 2004

Research papers

Conjoint measurement and real options

The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Marek Dietl, Radoslaw Rejman
October 10, 2004

Research papers

How does a virtual brand community emerge?

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Abdelmajid Amine, Lionel Sitz
October 10, 2004

Research papers

Mapping the customer's mind

The authors attempt to understand and access the respondents inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized...

Catalogue: ESOMAR Conference on Marketing 2004
Author: Michael Francesco Alioto
Company: RDA Group, INC
October 10, 2004

Research papers

Taking the pulse on impulse

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of...

Catalogue: ESOMAR Conference on Marketing 2004
Author: Dwight Watson
Company: Nielsen
October 10, 2004

Research papers

Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies

This paper shows how the application of a platform for information acceleration methodologies can quickly allow organizations to develop preference profiles of potential users even before a product is available for market.The results of this study...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Jordan Louviere, Tim Coltman, Timothy Devinney
October 10, 2004

Research papers

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004
Author: Peter S.H. Leeflang
October 10, 2004

Research papers

Building strong, better brands - Looking beyond the obvious!

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs/motivations to brand choice into one holistic simple...

Catalogue: ESOMAR Conference on Marketing 2004
Author: Sunando Das
October 10, 2004