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Research papers

Europe 1992

The primary responsibility of the World Gold Council (W.G.C.) is to stimulate the demand for gold in all its end uses through promotion. Since two-thirds of newly mined gold is used in jewellery manufacture, this consumer-driven market is the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Sylvia Ruscheweyh, David Beazley
June 15, 1991

Research papers

Die European via de vivre (English)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Pascal Fleury
June 15, 1991

Research papers

Die European via de vivre (French)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Pascal Fleury
June 15, 1991

Research papers

Increasing the value of computer interviewing

This paper looks at the growth of computer interviewing over recent years. It discusses our experience with respect to computer interviews and looks at where it has proved successful and where problems have arisen. The paper concentrates on the use...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Julian R. Bond
June 15, 1991

Research papers

Young europeans and tobacco

In June/July 1990 a sample survey using a single questionnaire was conducted simultaneously In all 12 Member States of the European Community to assess the attitudes and behaviour of the younger generation with regard to tobacco. The survey formed...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Jacques-René Rabier
June 15, 1991

Research papers

Searching for common ground in the New Europe (German)

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991

Research papers

The message is (or may be) the medium... But is certainly not the message! (French)

Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: François Laurent
June 15, 1991

Research papers

Patterns of TV watchers (French)

This report offers a new approach to the question of behavior patterns in television viewing, which we term TELEMODES. The approach involves a typology consisting of six types (or modes). The typology was developed in 1988 in the framework of...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Laure Schapira
Company: Mediametrie
June 15, 1991

Research papers

La recherche media et publicitaire

I would like, in preamble, to make three remarks. Please consider my presence among you as a symbol of willingness to support and cooperate, a symbol also of the need for collaboration with specialists familiar with the problems of Advertisers. I am...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Paul de Win
June 15, 1991