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Research papers

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

Research papers

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

Research papers

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

Research papers


Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Herman J. Milligan Jr., Ashref Hashim
September 14, 2003

Research papers

ASAB quality

This paper is an effort to describe a quality process that is going on, at a big service company in Sweden. A process that is aiming to a better relation with the customers and an improved internal climate.

Catalogue: Seminar 1987: Strategies For Service Management
Authors: Ake Ericsson, Anna Kahn
June 15, 1987

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

Marketing research or customer relationship management (CRM)

Marketing research must keep up with the times. The ESOMAR Guideline on Customer Satisfaction Research (September 2003) does not regulate customer satisfaction research within the realms of Customer Relationship Management (CRM). The authors fear...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: J. D. Salters, P. Michaux, A. M.J. Deetlefs, A.L. McLean
March 1, 2004

Research papers

Look who's talking

This is a story about how research can create a spark that propels a company forward- a story about how to engage internal stakeholders in novel ways, and achieve impact as well as a culture change. Equipped with personal life journeys around...

Catalogue: Congress 2018
Authors: Christoph Welter, Serena Li
Company: Point-Blank International GmbH
September 23, 2018

Research papers

In TQ, the process can be as important as the results

This paper describes how Unilever's Personal Products Companies in Europe used a Customer Satisfaction Survey to improve their relationship with their customers in the retail trade. It does not present a revolutionary approach to the methodology of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Authors: Deborah Petty, Ian Hewitt
September 1, 1993