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Research papers

Brand personality modelling

Most advertisers in the 90’s no longer look at their brands using only socio-demo- graphic and classic imagery measurement tools. As marketing researchers, we experience more and more their urgent need to understand the very personal...

Catalogue: Seminar 1994: Building Successful Brands
Author: Rolf Verlinden
June 15, 1994

Research papers

How single source data can give some valuable indications on how to fix the marketing mix

Data fusion is today becoming a more and more widely used technique : when confronted for instance with the problem of dealing with media/product type of data, it is clear that "marrying together information from different surveys" [1] is both...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Alain Pioche
Company: Nielsen
June 15, 1992

Research papers

Press

Press evaluation research has been dominated by readership surveys, which aim to identify audience size, composition and reading habits. This type of research provides information for media buyers, but provides little, if any, insight into overall...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Dave Phillips
June 15, 1991

Research papers

The joint effect of several marketing activities

It is rarely possible to study the effect of several marketing factors simultaneously. New media, however, may provide such opportunities. Teleshopping does so, because here sales is linked directly to product, price, advertising, media plans, etc....

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ole Stenvinkel Nilsson
June 15, 1991

Research papers

Use of PC software in conducting ACA and modelling the results

Markets are increasingly dynamic: the conditions which obtained when research was commissioned may no longer obtain when the findings are delivered. Appropriate research techniques harnessed to the ever increasing power of the personal computer allow...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: David Adams
June 15, 1991

Research papers

Two cultures meet and create a third

Each of us has developed her own form of expertise separately, in resonance with the main product areas she works for, i.e. functional products for Barbara and fine fragrances for Olwen. Recently, we have come to feel that the market demands a closer...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Authors: Olwen H. Wolfe, Barbara Busch
June 15, 1991

Research papers

Brands across boundaries

The paper argues for a new research approach to provide more relevant and actionable information about consumer-brand relationships for those concerned with marketing brands on an international scale in the 1990's, It describes a contemporary vision...

Catalogue: Seminar 1990: Countdown to 1992
Authors: Carol Coutts, Richard Auton
June 15, 1990

Research papers

Multi-cultural strategic qualitative research

One year and a half before SAMSARA’s launch, the French perfume house GUERLAIN asked us to study the project and give information upon which to base strategic choices. We custom-tailored a two-step qualitative investigation, the first about the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Authors: Fulvio Steiner, Olwen H. Wolfe
June 15, 1990

Research papers

Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix

Effective marketing plans are key to product success in today's mass markets. And whether they are effective or not is - to a large extend - determined by the consumer and his reaction to it. For the marketers of consumer goods this means they have...

Catalogue: ESOMAR Congress 1989
Author: Petra E. Schauenburg
Company: GfK
September 1, 1989