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Research papers

Strategic and structural implications in managing European brand development

This paper deals with three linked topics and their accompanying hypotheses:1. Strategic Implications for Branded Companies in the Single Market:-Corporate strategy will replace an add-up of brand objectives-Market segmentation will increase...

Catalogue: Seminar 1994: Building Successful Brands
Author: William Ramsay
June 15, 1994
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Citation

Ramsay, W. (1994a, June 15). Strategic and structural implications in managing European brand development. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/strategic-and-structural-implications-in-managing-european-brand-development


Research papers

The decline and fall of manufacturer branding

Three propositions are presented: 1. Branding control is passing from the manufacturer to the retailer- Market power has moved historically from the wholesaler to the manufacturer and now lies with the retailer - Manufacturers will become suppliers...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: William Ramsay
June 15, 1992
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Citation

Ramsay, W. (1992a, June 15). The decline and fall of manufacturer branding. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-decline-and-fall-of-manufacturer-branding


Research papers

International marketing strategy

Three key propositions form the argument of this paper :1. The European Single Market is the third period of discontinuity in consumer marketing in this century - two world wars changed national environments and industry structures leading to...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: William Ramsay
June 15, 1991
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Citation

Ramsay, W. (1991a, June 15). International marketing strategy. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/international-marketing-strategy