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Research papers

Brake, motor, petrol or motor oil?

The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation. The central thesis is of this paper is that the prime role of marketing researchers in...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Udo Reuter, Teresa Monjardino
Company: IMW-KOELN GmbH & Co. KG
September 1, 1999
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Citation

Reuter and Monjardino (1999a, September 01). Brake, motor, petrol or motor oil? . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brake-motor-petrol-or-motor-oil-


Research papers

The waking up of sleeping beauty flora by the kiss of prince researcher

A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Teresa Monjardino, Graça Galamba
Company: Unilever
June 15, 1991
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Citation

Monjardino and Galamba (1991a, June 15). The waking up of sleeping beauty flora by the kiss of prince researcher. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-waking-up-of-sleeping-beauty-flora-by-the-kiss-of-prince-researcher