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Research papers

Information for management

This paper reviews the cases for optimism and pessimism about the future of Market Research presented in the brief for the 1979 ESOMAR Congress and concludes that the industry has good grounds for confidence in its own future. However, the paper...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Author: Frank Teer
June 15, 1979
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Citation

Teer, F. (1979a, June 15). Information for management. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/information-for-management


Research papers

Computer simulation of the pharmaceutical market response

The present study develops a System which explains resultant data (drug prescriptions) in terms of causal measures (doctor behaviour) and enables Management to set strategic plans, to control and evaluate them. The system of the present study is...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Author: Alexandre Thabor
February 1, 1979
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Citation

Thabor, A. (1979a, February 01). Computer simulation of the pharmaceutical market response. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/computer-simulation-of-the-pharmaceutical-market-response


Research papers

Determining marketing budgets

Anglo-Saxon accounting practice puts marketing expense within the framework of what is termed selling expense. Selling expenses consist of expenses for marketing, advertising and/or distributing the product, i.e. Salesmen's Salaries, Salesmen's...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Barry Leach
June 14, 1978
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Citation

Leach, B. (1978a, June 14). Determining marketing budgets. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/determining-marketing-budgets


Research papers

Some thoughts of the past

I am going to talk in a discursive way about a number of points that have occurred to me in connection with the various papers that have been presented to this seminar.

Catalogue: Seminar 1978: The Business Of Advertising
Author: John Treasure
June 1, 1978
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Citation

Treasure, J. (1978a, June 01). Some thoughts of the past. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/some-thoughts-of-the-past


Research papers

Estimating the cost effectiveness of advertising

I have taken you through our decision process by which we arrive at an advertising budget. On the way we have checked out the total business, developed the basic business strategy, supported the development of an appropriate marketing strategy, and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Malcolm A. McNiven
June 1, 1978
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Citation

McNiven, M. A. (1978a, June 01). Estimating the cost effectiveness of advertising. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/estimating-the-cost-effectiveness-of-advertising


Research papers

Express: An interactive marketing and sales management information system

All businesses are faced with gathering information from various sources to enable decision-making to be carried out for the profitability of the organisation as a result of analysing the data. The data can be very varied in its origin. Tor instance,...

Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: T. Book, P. Latour
June 15, 1977
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Citation

Book and Latour (1977a, June 15). Express: An interactive marketing and sales management information system . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/express-an-interactive-marketing-and-sales-management-information-system-


Research reports

Research report on a census survey of filling stations prepared for Barnaby & Tard Ltd

For reasons of economy and efficiency Shell plan to streamline the network of petrol stations in the British Isles over the next ten years, reducing the number of sites by up to 50%.This operation has been successfully carried out in Germanywith...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1977
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Citation

, C. (1977a, May 01). Research report on a census survey of filling stations prepared for Barnaby & Tard Ltd. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/research-report-on-a-census-survey-of-filling-stations-prepared-for-barnaby-tard-ltd


Research papers

Medical information

Efficient management today must try to strike a three-way balance between the demands of the shareholders, the employees, and the public. As we move from the industrial into the post- extravagant society, new criteria will have to be applied to...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: O. H. Nowotny
March 1, 1977
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Citation

Nowotny, O. H. (1977a, March 01). Medical information. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/medical-information


Research papers

The dangerous quest for certainty in market forecasting

This paper shows how a large pharmaceutical firm developed a series of market forecasts in probabilistic terms, explicitly incorporating the principal uncertainties affecting the future sales of new pharmaceutical products. Such probabilistic...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Authors: Michael M. Menke, Jacques P. Pezier
March 1, 1977
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Citation

Menke and Pezier (1977a, March 01). The dangerous quest for certainty in market forecasting. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/the-dangerous-quest-for-certainty-in-market-forecasting