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Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972

Research papers

Innovative marketing between industrial civilization and culture

The identification of certain changes on a world-wide level leads to the need to redefine the firm in terms of the prospects of permanent innovation on two levels, that of "civilization" and that of "culture". With such an aim it is necessary to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: D. Bratina, G. Zanetti
September 1, 1972

Magazines

Revue Française du Marketing 1999 (N. 171)

Pour que ce numéro spécial soit aussi complet que possible, nousavons souhaité proposer au lecteur plusieurs pistesde réflexion concernant l'analyse et la gestion de l'interface et des moments de vérité. Dans cette...

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

Research papers

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean Paul Aimetti
June 15, 1976

Research papers

Fourth generation media planning systems

The purpose of this paper is to introduce a fourth generation media planning system that encompasses at the same time several media and several countries in a multiple objectives perspective.

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Jean-Louis Laborie, Gilles Santini
November 11, 1996

Research papers

Online users

The purpose of this paper is to make an appraisal of the new questions that are being raised by on-line services with regard to the measurement of their audience and site visits. It will also aim to provide concrete answers in terms of systems,...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?
Author: Marie Marchand
January 1, 1997

Research papers

Anticipate - don't just react

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bernad Batinic, Andera Gadeib
Company: Dialego AG
September 22, 2002

Research papers

Digital dreams, digital nightmares

Digital dreams: we live in a bright, clean world where every need is served by technology. Everything is automated and personalised to individual needs. Intelligent networks have learned to anticipate needs, and our social lives are unbounded by...

Catalogue: ESOMAR Conference on Digital Futures 2005
Author: Ben Lovejoy
Company: KANTAR TNS Malaysia
March 1, 2005

Research papers

Partners in innovation

This paper addresses innovative online qualitative research with pharmacists across Canada. The paper explores why innovation is crucial to business success and how companies can work together to foster new ideas; how an online methodology yielded...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Mike Gadd, Laurie Thompson, Rachelle Deshaies
November 28, 2004