Resources Library by ANA

Myths and realities of the global young consumer

This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: David Thomson, Graham Woodham

October 22, 1997

Multi-cultural marketing

Multi-cultural Marketing has existed in Asia since colonization. While a number of multi- national companies have been very successful in this region, their success was not, necessarily, due to their understanding of the markets in which they...

Catalogue: Seminar 1993: Marketing And International Research

Author: Martin C. van Herk

June 15, 1993

A Global marketing strategy responding to national cultures

A proposal for the conceptually desirable Global Marketing Strategy is presented. This effective global strategy which has a standardised pattern across nations should be adapted to national cultures in order to be most efficient. First, the basic...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Hiroshi Kosaka

June 15, 1992

Localization versus standardization of global advertising

The high purchasing power of many of the countries in the Arab World has encouraged the increasing presence of a wide variety of multi-national corporations (MNCs) in this region. In the quest for a unified corporate identity and aided by the fact...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Authors: Jehan El-Tigi, Mohamed Wafai

June 15, 1992

For a supply-side marketing in television

The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Philippe Baudelot, Margot Levine

June 15, 1991

Psychological VS geographical space in multi-country marketing strategies

The recent events in Eastern Europe draw a renewed attention to the impact of the environmental and cultural factors in marketing and management. Our marketing and organisational thinking are still dominated by the "country approach" while important...

Catalogue: Conference 1991: International Marketing Research

Author: Jacques E. Andriessens

June 15, 1991

The continued relevance of cultural diversity

With the growing internationalisation of markets it is not surprising that both researchers and marketers are more often intrigued by European communalities than differences. But generalisations across markets and countries, although quite plausible...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: Norbert Homma

Company: SINUS Markt- und Sozialforschung GmbH

June 15, 1991

New developments in the European market

Economic integration is a worldwide phenomenon produced by the development of transport and communication technology. Economic interdependency of countries and continents has never been greater than today. Economic integration in Europe has been...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Jacques E. Andriessens

June 15, 1990

Multi-cultural strategic qualitative research

One year and a half before SAMSARA’s launch, the French perfume house GUERLAIN asked us to study the project and give information upon which to base strategic choices. We custom-tailored a two-step qualitative investigation, the first about the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Fulvio Steiner, Olwen H. Wolfe

June 15, 1990