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Research papers

The marketing concept in Hungarian enterpises

The epic economic and political transformation of Eastern Europe in 1989 has not been accompanied by sudden changes in underlying cultural values or managerial attitudes. As a result, the marketing concept in organizations is in a state of flux. This...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Wade Danis, Andrew C. Gross, Robert D. Hisrich
June 15, 1995
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Citation

Danis, Gross and Hisrich (1995a, June 15). The marketing concept in Hungarian enterpises. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/the-marketing-concept-in-hungarian-enterpises


Research papers

Using research in evaluating joint venture activity

Significant coverage of the dramatic events in Eastern Europe and the Soviet Union has elevated the interest in doing business in these areas on the part of business people, government officials, and consumers alike. The importance of this activity...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Janos Vecsenyi, Robert D. Hisrich, Andrew C. Gross
September 1, 1990
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Citation

Vecsenyi, Hisrich and Gross (1990a, September 01). Using research in evaluating joint venture activity. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/using-research-in-evaluating-joint-venture-activity


Research papers

Analyzing and forecasting world markets

Assessing the size and nature of national, regional and global markets for specific products has become both simpler and more difficult in the past twenty-five years. Compared to earlier large information gaps, many data points are now available....

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Andrew C. Gross, W. Benoy Joseph
September 1, 1997
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Citation

Gross and Joseph (1997a, September 01). Analyzing and forecasting world markets . ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/analyzing-and-forecasting-world-markets--5076


Research papers

The world housing market

This paper presents an analysis of the world housing market for the period 1960-1985. Historical and projected data are presented for number of households, conventional homes in place, homes wired for electricity, homes containing piped-in water,...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Ives Harvey, Andrew C. Gross, Roger J. Calantone
August 28, 1977
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Citation

Harvey, Gross and Calantone (1977a, August 28). The world housing market. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/the-world-housing-market


Research papers

Corporate sponsorship of arts and sports events in North America

Our analysis looks at costs, benefits, and ways to measure payoffs. Half the firms surveyed take no measurements, but the more astute ones are beginning to measure effectiveness in a number of ways, ranging from simple counts of spectators and...

Catalogue: ESOMAR Congress 1987
Authors: Mark B. Traylor, Philip J. Shuman, Andrew C. Gross
September 1, 1987
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Citation

Traylor, Shuman and Gross (1987a, September 01). Corporate sponsorship of arts and sports events in North America. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/corporate-sponsorship-of-arts-and-sports-events-in-north-america


Research papers

Taking the long view in new product introduction

The central thesis of this paper is that a perspective is needed in introducing new products and services in "hot areas" such as high technology. Artificial Intelligence has been around since the mid-1950s, but has remained largely an academic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Leland Teschler, Andrew C. Gross, Robert D. Hisrich
September 1, 1990
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Citation

Teschler, Gross and Hisrich (1990a, September 01). Taking the long view in new product introduction. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/taking-the-long-view-in-new-product-introduction


Research papers

The impact of segment dynamics on retail bank advertising strategies

Benefit Segmentation is a very popular tool in practical market delineation and promotional opportunity studies. This paper reports the results of a managerially oriented benefit segmentation study done in a midwestern United States bank market....

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Roger J. Calantone, Andrew C. Gross
June 15, 1977
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Citation

Calantone and Gross (1977a, June 15). The impact of segment dynamics on retail bank advertising strategies. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/the-impact-of-segment-dynamics-on-retail-bank-advertising-strategies


Research papers

How industry buys

This paper is an expansion and an updating of a major survey conducted in 1970 by the journal, Scientific American. Entitled How Industry Buys, 1970. That study was designed to measure the influence of ten major groups on the purchasing decision. The...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Robert A. Erickson, Andrew C. Gross
June 15, 1979
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Citation

Erickson and Gross (1979a, June 15). How industry buys. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/how-industry-buys


Research papers

Comparative industrial buying patterns in high level economies

Despite the fact that well over 1000 articles appeared on industrial purchasing in the past two decades, relatively little progress has been made toward understanding and predicting buyer behaviour patterns. The key reason for this phenomenon, in our...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Peter M. Banting, David Ford, Andrew C. Gross, George Holmes
June 15, 1983
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Citation

Banting, Ford, Gross and Holmes (1983a, June 15). Comparative industrial buying patterns in high level economies. ANA - ESOMAR. Retrieved September 24, 2023, from


https://ana.esomar.org/documents/comparative-industrial-buying-patterns-in-high-level-economies