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Research papers

Brand equity

Brand Equity is a critical component of corporate value. It has been estimated that at least 15% of corporate profits are direct results of branding. Understanding brand equity contributes to appreciating the TRUE asset value of a corporation,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Mansour Elganady
January 1, 1994

Research papers

Using advertising research in the 1990's, putting the horse in front of the cart

Due to the expected changes in the fast moving consumer goods market in the 1990's, in terms of the geographical expansion and increasing brand and media competition, it is assumed that advertising decision risks will be higher than ever before....

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Mansour Elganady
September 1, 1990

Research papers

Marketing and research in the Arab World

This paper aim at illustrating the challenges felt by blue chip FMCG companies in formulating their marketing mix strategies in today's Arab markets, giving examples of the question marks facing its products, pricing and promotional policies. The...

Catalogue: Seminar 1987: Research In Arab Countries
Authors: Bob Williams, Mansour Elganady
June 15, 1987