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Research papers

The position and role of research within strategic marketing planning

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Richard S. Halpern
Company: The Coca-Cola Company
August 23, 1981
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Citation

Halpern, R. S. (1981a, August 23). The position and role of research within strategic marketing planning. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/the-position-and-role-of-research-within-strategic-marketing-planning


Research papers

Competence of marketing research within larger companies

The role of marketing research within larger companies varies widely. The aim of this paper is to evoke a discussion on ways to improve the status of the company researcher in the decision making process. The paper describes the place of marketing...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: B. A. Devin, F. Maat, M. C. Leitner, R. Mielke
Company: The Coca-Cola Company
September 1, 1980
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Citation

Devin, Maat, Leitner and Mielke (1980a, September 01). Competence of marketing research within larger companies. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/competence-of-marketing-research-within-larger-companies


Research papers

BASIS

The mnemonic BASIS stands for Bottlers’ Accounting and Sales Information System. It is a computer software package designed and supported by The COCA-COLA Company and its purpose is to enable franchised bottlers of Coca-Cola to economically use...

Catalogue: Seminar 1977: Marketing Management Information Systems
Author: H. W. Stahel
Company: The Coca-Cola Company
February 2, 1977
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Citation

Stahel, H. W. (1977a, February 02). BASIS. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/basis


Research papers

Advertising works

Today, we want to share with you some new and exciting advertising research that The Coca-Cola Export Corporation, and Seymour Smith Associates have conducted in the past year. It is new in the sense that it marks the first adaptation of the T-Meter...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: Theodore Nowak, Seymour Smith
Company: The Coca-Cola Company
June 15, 1971
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Citation

Nowak and Smith (1971a, June 15). Advertising works. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/advertising-works


Research papers

A continuing world-wide research programme

This paper is not intended to be a technical contribution, although we will comment on some techniques and methods that we use. Rather, our purpose today is to focus upon the development, implementation and administration of a global multi-country...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Theodore Nowak, William J. Wilson
Company: The Coca-Cola Company
June 15, 1971
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Citation

Nowak and Wilson (1971a, June 15). A continuing world-wide research programme. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/a-continuing-world-wide-research-programme


Research papers

Future Back

The direction in which society evolves?encompassing cultures, behaviours and businesses?resonates across all facets of life, influencing financial, emotional, intellectual and even spiritual realms. Recognising these behavioural trends not only aids...

Catalogue: Congress 2024
Authors: Luiza Rossi, Romina Odorico, Tiago Cunha
Companies: Alexandria Group, The Coca-Cola Company
January 1, 1970
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Citation

Rossi , Odorico and Cunha (1970a, January 01). Future Back. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/future-back