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Research papers

The marketing of financial services to the corporate sector

This paper deals with the growing interest in the marketing of services to the corporate sector. It takes as an example the marketing of financial services which in the United Kingdom is receiving increasing attention from a wide range of financial...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Lionel Gordon
June 15, 1986

Research papers

Analyzing the internal company environment in commercial strategy and image strategy studies

For their external, customer-targeted research, industrial market researchers have access to a varied range of quantitative and qualitative methods adapted to the particular characteristics of the environment under study. Polling is an accurate means...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Jerome Hervio
June 15, 1986

Research papers

Target group

There are two main lines in campaigns for industrial products: 1. To give priority to the product and its qualities (Product image); 2. To give priority to the company behind the products (Company image). In principle, the more complex the product...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Bö Bäckman
June 15, 1986

Research papers

Qualitative techniques to identify and evaluate key market development factors

Over the past ten to fifteen years, decision-makers have gradually turned to scenario-based approaches. In these, rather than try to foretell the future as an extension of the present, they seek more realistically to envisage possible states of the...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Daniel Debomy
June 15, 1986

Research papers

The business monitor

In order to keep up with the growing demand for specialised services and to be able to better follow and predict the developments in the marketplace of business-establishments, a group of some leading Dutch banking- and insurance companies in close...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Authors: Willem F. H. van der Meer, Robbert D. W. Baden
Company: NIPO
June 15, 1986

Research papers

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Susana Tisler
June 15, 1986

Research papers

The role of qualitative research in planning new industrial products

This study illustrates the use of focus group research in the development of a new product in a high-technology field. Most U.S. high technology firms conduct very little formal market research, and they rarely conduct qualitative market research as...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Authors: Eric Almquist, Yvette Kirby
February 26, 1986

Research papers

The general image of industry

This report shows the image position of industry in the Austrian population by quantitative research representative for people up from 14 years. Research program covers spontaneous associations to the stimulus "industry", advantages and disadvantages...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Werner Till
Company: GfK
June 15, 1986

Research papers

Problem solving in industrial marketing research in the Middle East

The paper presents the practical difficulties that an industrial researcher faces when undertaking a survey in the Middle Bast. The techniques and the approach are overall the same as in the West, but the task is that much harder. Desk research is...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Authors: George V. Vassiliou, Costas Kaimakis
Company: MEMRB
June 15, 1986