Resources Library by ANA

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

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