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Research papers
The case for holistic touch-point management
This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect.It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is...
Catalogue: Brandmatters 2006
Author: Simon Cole
February 8, 2006
Research papers
Marketing beyond the monkey
This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...
Catalogue: Brandmatters 2006
Authors: Charles Skinner, Christophe Fauconnier
Company: Ipsos MRBI
February 8, 2006
Research papers
The ROI imperative
There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods.New findings from 135...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Bart Moore, Dee Allsop
September 19, 2004
Research papers
Synchronise/destablise
Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Herman J. Milligan Jr., Ashref Hashim
September 14, 2003
Research papers
A seat at the table
Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003
Research papers
Does it pay to invest in customer satisfaction?
This paper delivers empirical proof that actions to improve customer satisfaction also lead to an increase of yield. Customer satisfaction and loyalty are measured by means of a worldwide survey and the results are used to identify actions for...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Hannsfriedrich Braun, Ambros Scope
September 14, 2003
Research papers
Managing intangible assets to create tangible value in organizations
This paper is based on the premise that the intangible asset of a company, in form of its employees and customers, and the relationship the company forms with these constituencies, are what create value and generate profit. The authors build upon...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Berth Jonsson, Mikael Paltschik, Soumya Roy
September 14, 2003
Research papers
