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Research papers

Customer databank systems: Principles for making today's retail service offer a matter of organisation

Three principles, drawn from several hundred experiments on positioning service businesses, help to summarise why a customer databank system assists the retailer in the continuity of organisation-wide strategic planning. Principle 1 : In marketing a...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: Oscar Schneersohn, Chris Macrae
April 24, 1989
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Citation

Schneersohn and Macrae (1989a, April 24). Customer databank systems: Principles for making today's retail service offer a matter of organisation. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/customer-databank-systems-principles-for-making-today-s-retail-service-offer-a-matter-of-organisation


Research papers

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jacques Blanchard, Chris Macrae
June 15, 1988
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Citation

Blanchard and Macrae (1988a, June 15). Detecting opportunities and risks to global branding. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/detecting-opportunities-and-risks-to-global-branding


Research papers

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Chris Macrae, Carlos Harding
June 15, 1988
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Citation

Macrae and Harding (1988a, June 15). Understanding consumer values. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/understanding-consumer-values


Research papers

Adapting positioning strategy to consumers' quality and value needs in service markets

NOVACTION'S PERCEPTOR SYSTEM comprises marketing models and an experience database. The models provide an analytic framework for understanding the contributions of brand positioning and marketing mix to consumers' brand preferences and purchasing...

Catalogue: Seminar 1987: Strategies For Service Management
Author: Chris Macrae
June 15, 1987
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Citation

Macrae, C. (1987a, June 15). Adapting positioning strategy to consumers' quality and value needs in service markets. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/adapting-positioning-strategy-to-consumers-quality-and-value-needs-in-service-markets