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Videos

Videos

When you're drowning in data, only an insight can save you

There's never been more data. Or more people with 'insight' in their job title. Or more suppliers with data and insight solutions. And yet there seems to be fewer insights. As a CMO, insights make the difference between marketing that moves people...

Catalogue: Insights Festival 2020
Author: Brent Smart
Company: Insurance Australia Group (IAG)
September 17, 2020

Videos

New approaches to the future of marketing and data post COVID-19

Why we have entered a New Strange and not New Normal and how to thrive in this New World.

Catalogue: Insights Festival 2020
Author: Rishad Tobaccowala
September 16, 2020

Research papers

Integrated marketing communications

This paper focuses on the subject of Integrated MarketingCommunications. As marketers are observed moving away fromtraditional admass strategies, towards those that are more personalised,customer oriented and technology driven, IMC has emerged as...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Susan Baker, Helen Mitchell
November 1, 2000

Magazines

Revue Française du Marketing 1999 (N. 173/174)

Ce numéro spécial de la Revue Française du Marketingtémoigne de la vitalité d'un champ disciplinaire dontl'ADETEM avait pressenti très tôt l'importance (lapublication de son ouvrage sur l'action marketing desentreprises...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
March 1, 1999

Research papers

Resourcing the marketing research capability

Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of...

Catalogue: ESOMAR Congress 1989
Author: John D. F. Martyn
September 1, 1989

Research papers

A well designed decision support system proves to be essential for an effective marketing information system

The paper introduces an emerging problem-solving technology that consists of people, knowledge, and computer software and hardware wired into the management process. This technology results from the evolution in the use of computer systems for...

Catalogue: ESOMAR Congress 1989
Authors: Olivier De Schrevel, Philippe Claeys
September 1, 1989

Research papers

Scanning scanning opportunities

This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using...

Catalogue: ESOMAR Congress 1988
Authors: Frans W. Plat, Peter S.H. Leeflang
September 1, 1988

Research papers

Organisational culture and marketing efficiency

This paper discusses the significance of various theoretical and methodological approaches to the concept of organisational culture with respect to the marketing activities of a company. Emphasis is placed on the marketing staff’s function as a...

Catalogue: ESOMAR Congress 1988
Authors: Ulli Arnold, Andras Bauer
September 1, 1988