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Research papers

Information is power

This paper traces the evolution of the marketing research function within what is now Knoll Pharmaceuticals and what was, until April 1995 Boots Pharmaceuticals. It draws on relevant experiences over the last sixteen years to illustrate the central...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Catherine Ayland, Anne Marshall
June 15, 1997

Research papers

From market research to marketing research and development

The world’s top ten pharmaceutical companies continue to reorient their strategies toward greater focus on core therapeutic segments and continuous improvement of efficiency in the development and marketing of their new chemical entities (NCE)....

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Kenneth G. Watson, Andre Boer
June 15, 1997

Research papers

Is there life after death?

When a company is developing several important new compounds and one is facing challenges in formulation development, it is important to establish whether the potential for the product with an alternative formulation would be viable in sales terms....

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Alan J. Bowditch, Lorna Tuersley
June 15, 1997

Research papers

Conjoint analysis

This paper begins by discussing the components of a conjoint paradigm and the alternatives within each. This is done to introduce a discussion of three issues: the concept of a “best” paradigm, the use of preference share as a predictor of...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Author: Roger Brice
June 15, 1997

Research papers

The perception of new clinical entities

The most crucial time for close co-operation between clinical research and marketing research is during phase II and early phase III of clinical development. In these phases of development it is necessary to compare the new substance with similar...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Raf De Wilde, Barbel Matiaske
June 15, 1997

Research papers

When marketing is a matter of life and death

The AIDS epidemic does not only struggle for supremacy within the bodies of those who have the disease. Its power and its mythology have also entered the psyches of virtually everyone, at least in the United States. The virulence of the disease...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Hazel Kahan, Dave Mulryan
June 15, 1997

Case studies

A case study on client-agency teamwork in the market research process

This paper demonstrates the synergies obtained by combination of agency and client resources. The result is an improvement in strategic decision making and an enhancement of market research. The research context is the pre-launch phase of a...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Richard Beswick, Urs Mattes
Company: bms Ltd.
June 15, 1997

Research papers

From evolution to revolution

Competitive advantage can rest with getting the right information to the right people at the right time allowing them to take the right action. Information providers, and in particular market researchers, have a key role to play in this process. We...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Author: L. J. M. MacMillan
Company: GSK
June 15, 1997

Research papers

Pharmaceutical strategy through innovative market research

This market research effort will help you to do the things needed to make the right decisions. As a result, your work will be simplified, and in alignment with your customers needs and profitability goals of your company.

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Author: William V. Lawson
June 15, 1997