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Research papers

Targeting doctors in the Middle East - Is it just a mirage?

This paper will review the segmentation, classification and targeting of doctors within the context of overall promotional activity in the Middle East. Using Saudi Arabia as a specific example, it will discuss current methods and examine their...

Catalogue: ESOMAR Global Healthcare Conference 2003
Author: Jim Ryan
February 23, 2003

Research papers

Added value information

The needs of FMCG manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Antonie Luijten, Peter Kempe
Company: GfK
February 1, 1997

Research papers

To be or not to be durable

The Consumer Electronics Industry has worldwide arrived at a phase of reconditioning. Both manufacturers, consumers and the intermediate trade are confronted with Shakespeare's intriguing question mark: "To Be Or Not To Be?". Who will survive? There...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Nico van der Zanden
Company: Philips International
June 15, 1992

Research papers

Audio- video- electro

In the annals of the history of business, the L980’s will undoubtedly be recorded as the decade of globalization. But like so many other aspects of that hyper-decade, the rhetoric of globalization often out-ran the reality. For the marketer...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Authors: Jean-Pierre Depasse, Raimund Gfrerer
Company: Nielsen
June 15, 1992

Research papers

The decline and fall of manufacturer branding

Three propositions are presented: 1. Branding control is passing from the manufacturer to the retailer- Market power has moved historically from the wholesaler to the manufacturer and now lies with the retailer - Manufacturers will become suppliers...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: William Ramsay
June 15, 1992

Research papers

Summing up and a look into the future from a manufacturer’s point of view

I have been asked to sum up the learnings of this session and to provide some feedback to the presenting institutes on the future perspectives of the various instruments designed for testing marketing alternatives.

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Irene Reuter
Company: Procter & Gamble
June 15, 1988

Research papers

Getting the message across

This paper seeks to demonstrate how a programme of research which segments farmers according to their general attitudes and approach to their work can influence the communication strategies employed by manufacturers. Many manufacturers use market...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Authors: Peter J. Hayes, Christine Ward
June 15, 1987

Research papers

General practitioners' price awareness in the asthma market

This paper outlines the method and some of the main findings of a research study conducted amongst 102 General Practitioners in the UK in August 1986. The aim of the study was to establish the extent of GPs' awareness of the prices of products...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Author: Christine McCann
June 15, 1987

Research papers

Research among dealers

This paper describes a method of research which has proved very successful in different sectors (agrochemicals, animal health products, machinery) and in different European countries. It enables manufacturers or national distributors to identify the...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Author: Tony M. Houghton
June 15, 1987