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Research papers

Thresholds in brand awareness (French)

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987
Authors: Jean-Nöel Kapferer, Gilles Laurent
Company: IFOP
September 1, 1987
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Citation

Kapferer and Laurent (1987a, September 01). Thresholds in brand awareness (French). ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/thresholds-in-brand-awareness-french-


Research papers

How to win in the Yugoslav market

This paper sets out the major changes of inheres to foreign companies, i.e. the turn of the official economic policy towards a market-regulated national economy and the consequent new possibilities for cooperation. To this end new legislative avenues...

Catalogue: ESOMAR Congress 1987
Authors: Zivorad Zlatkovic, Mile Jovic, Stojadin Stojsavljevic
June 15, 1987
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Citation

Zlatkovic, Jovic and Stojsavljevic (1987a, June 15). How to win in the Yugoslav market. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/how-to-win-in-the-yugoslav-market


Research papers

Station investment

The paper describes the methods used, and results obtained, in a study of passenger priorities for improvements at rail stations. The Dutch Railways (Nederlandse Spoorwegen) are constantly seeking to upgrade their services and facilities in an...

Catalogue: ESOMAR Congress 1987
Authors: Geoff Copley, A. Bouma, E. de Graaf
June 15, 1987
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Citation

Copley, Bouma and de Graaf (1987a, June 15). Station investment. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/station-investment


Case studies

Marketing communication in Bangladesh

This paper describes a qualitative research project undertaken in a developing country, whose fundamental aim was to understand cultural dynamics in order to improve the marketing communication of a large multi- national company.

Catalogue: ESOMAR Congress 1987
Authors: Mary Goodyear, Janet Gruber
June 15, 1987
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Citation

Goodyear and Gruber (1987a, June 15). Marketing communication in Bangladesh. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/marketing-communication-in-bangladesh


Research papers

Decision support system in marketing

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: ESOMAR Congress 1987
Author: Gavin T. Leslie
June 15, 1987
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Citation

Leslie, G. T. (1987a, June 15). Decision support system in marketing . ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/decision-support-system-in-marketing-


Research papers

Information technology and marketing research

The purpose of the paper is, on a general level, to study the impact of information technology on marketing activities, which is to a great extent relized through marketing research. The examples that are presented focus on the more detailed and...

Catalogue: ESOMAR Congress 1987
Authors: Uolevi Lehtinen, Liisa Valikangas
June 15, 1987
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Citation

Lehtinen and Valikangas (1987a, June 15). Information technology and marketing research. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/information-technology-and-marketing-research