Resources Library by ANA

The importance of Pan-European marketing information for international marketing strategy

We note in this case-study that the support of pan-European marketing information is decisive to understand the complexicity of the challenging European market which needs a lot of preparation for the total opening of the frontiers. It is...

Catalogue: Conference 1991: International Marketing Research

Authors: Robbert Betman, Dominique Leuba

June 15, 1991

A review of the challenges facing travel researchers

Research into travel and tourism probably only accounts for 5% of the research industry's total turnover in spite of the fact that leisure is the world's largest industry (in many European countries tourism is the major revenue earner). This reflects...

Catalogue: Seminar 1991: Travel And Tourism Transition

Author: Peter B. Hodgson

June 15, 1991

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

The challenge of developing a marketing strategy, which works in many diverse markets

The situation that Europe '92 will present to marketers in Europe is very similar to the context in which Indian marketers have been operating for years - where different regions of the country are like separate countries in themselves, both in terms...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Rama Bijapurkar, Titoo Ahluwalia

June 15, 1991

Successes of Western products in the Japanese market

The prevailing belief is that Japan’s markets are protected from the entry of foreign competition by a host of complex barriers. These range from conventional trade barriers such as tariffs and quotas on the import of certain items and complex...

Catalogue: Conference 1991: International Marketing Research

Author: Susan P. Douglas

June 15, 1991

The waking up of sleeping beauty flora by the kiss of prince researcher

A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Teresa Monjardino, Graça Galamba

Company: Unilever

June 15, 1991

The challenge of marketing magazines

To strengthen its advertising market position, VNU - the largest Dutch magazine publisher - has designed an innovative magazine marketing strategy based on the concept of state-of-mind. State of mind refers to a set of personality characteristics...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Hein G.M. Brinkhoff

June 15, 1991

Privatization in the Netherlands

In The Netherlands too the current privatization wave is reducing government influence and regulations on public organizations. Forcing these organizations to compete in the market necessitates the development of a more externally oriented culture...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Ed Nijssen

September 1, 1990

Technology, strategic management and marketing

Due to the accelerating pace in which technological developments occur nowadays, technology is becoming an increasingly important strategic aspect. Therefore an increase in impact of technological issues on competitive relations can be observed. It...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Rudy Frambach

September 1, 1990