Resources Library by ANA

Building a truly customer-centric CRM model

Customer Relationship Management (CRM) is one of the few emerging businesses recording significant growth since 2000 despite the recent worldwide economic downturn. CRM covers a wide range of business functions including operation workflow, sales...

Catalogue: Asia Pacific 2002

Author: Andy Kung

December 1, 2002

Keep your hands off my wallet until you get into my life

This paper is devoted to exploring the range of ethnographic techniques.In particular, it shows their capacity to penetrate the inner space ofrelationships between consumers, their mindsets and brands.The ethnographic approach is a way to gain a deep...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Cecília Russo, Jaime Troiano

November 1, 2000

The rise and power of online communities in the network economy

The paper relates to the use and value of business-to-consumer online communities in the network economy. It uses empirical research, such as observation and moderated email groups to understand the value of online communities in building and...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: Alexandra Trabak

September 1, 2000

The renaissance of Chateau Lagrange

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Seiichi Nagata

June 15, 1997

The new face of marketing

Getting dose to customers, understanding and meeting their needs in terms of products, services and business relationships have been for many years the key corporate success factors. Of late much has changed, companies are now being forced to change...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: David Jamieson

Company: KANTAR TNS Malaysia

June 15, 1997

Buying loyalty VS. building commitment developing

The paper examines the role of customer loyalty in maximising opportunity, and will argue that loyalty, as measured by customer spending, is simply a reflection of short-term behaviour and can only be sustained by one of two routes: building the...

Catalogue: Seminar 1997: The Changing Retail Scene

Author: Trevor Richards

June 15, 1997

The impact of new media on the communication process

Buyer-seller relationships, networks and partnerships are rapidly becoming key issues in marketing. Indeed it is now recognized that building and maintaining interactive strategic relationships have significant long term implications for a company's...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Heiko Falk, Axel Schmidt

June 15, 1997

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh

November 1, 1996

Attribute importance

In customer satisfaction research, analysis methods are needed that can provide a clear insight into the complex relationships among satisfaction ratings and various performance attributes. The purpose of such an analysis is to identify the areas...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Gilbert Swinnen, Koen Vanhoof

November 1, 1996