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Research papers

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1998
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Citation

Khanna and Bijapurkar (1998a, September 01). The glaring opportunity for value addition . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-glaring-opportunity-for-value-addition-


Research papers

Understanding tomorrow's markets today

Emerging markets of Asia will be a major driver of corporate growth in the new millennium, and represent unique marketing strategy and market research challenges. There is a crisis of confidence in the ability of market research to support decision...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997
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Citation

Khanna and Bijapurkar (1997a, September 01). Understanding tomorrow's markets today. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/understanding-tomorrow-s-markets-today


Research papers

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Yasser Omar, Shashikala Halve
Company: PepsiCo
March 1, 1996
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Citation

Omar and Halve (1996a, March 01). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness