Resources Library by ANA

Customer focus in a service context

Customer orientation is the focus of this paper. The primary purpose of the underlying study is to measure the customer focus of real estate agents. The Narver and Slater -1990 scale was made operational to fit the situation of the real estate agents...

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

Authors: Ingrid Van Rijn, Yvonne Van Everdingen, Peter Risseeuw, Enno Masurel

November 1, 1996

Sales management

The rationale of this study was based on the argument that unless we have a clear understanding of the selling job in a relational selling context we are unable to advise the sales management of the firm in the quest of building and maintaining...

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

Authors: Panayiotis Kyziridis, Michael Saren, Nikolaos Tzokas

November 1, 1996

Buyer-seller relationship

The communication is questioning the role of the New Information and Communication Tools in the development of inter-organizational buyer-seller cooperative relationships. Based on an integration of information systems and marketing theories, this...

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

Author: Nathalie Guibert

November 1, 1996

The role of qualitative research in Asia

Qualitative research provides a unique opportunity for engaging in a dialogue with Consumers. This paper examines the following:- Qualitative Research and its practice in Asia;- Marketing implications of the changes taking place from Asian and...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Jocelyn Pinijarom, Peter Cooper

Company: QRi Consulting Ltd.

November 1, 1996

Consumption values and brand attachment

This paper presents an exploratory qualitative investigation which aims to clarify the types of relationships consumers have with familiar products and brands and the extent to which this familiar "brandscape" can arouse attachment behaviour. The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Benoit Heilbrunn

September 1, 1996

The interactive consumer

The purpose of this paper is to show the importance of understanding consumer behaviour through research, in two main areas of the telecommunications market place. Firstly, it will discuss the importance of considering the consumer within the broader...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Clare Lees

June 15, 1996

Financial service, brand realities

This paper examines the challenges and opportunities facing financial service brands against a background of structural insecurity in Europe, and explores the most profitable ways of using total communications. It examines the key consumer or...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Author: Jack Paramore

May 1, 1996

From customer satisfaction to customer segmentation

This paper describes how research was used to help Shell UK to develop a strategy to understand and build relationships with consumers in a market which has become increasingly competitive: the UK petrol/ diesel market The paper demonstrates the need...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Stephen Bairfelt, Trevor Richards

Company: Shell Global

June 15, 1995

The detailed evaluation and analysis of the cardiovascular market in Russia

The paper reports the results of a detailed study of the cardiovascular marketplace in Russia. This was a diary study executed among 97 generalists and 50 specialists working in polyclinics across Russia. The study covered all aspects of 2,367...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Marianne Fletcher, Natasha Retejum, Stephen Godwin

Company: KANTAR TNS Malaysia

June 1, 1995