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Magazines

Research World (October 2017)

We’ve done the research, delivered the data and gleaned the insights but what is the return on investment? We look at how researchers can best work with their clients to ensure that the research really provides new and useful insights and...

Catalogue: Research World 2017
Author: ESOMAR B.V.
October 4, 2017
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Citation

B.V., E. (2017a, October 04). Research World (October 2017). ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/research-world-october-2017-


Research papers

From a snapshot to a movie

The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static...

Catalogue: Congress 2011: Impact
Authors: Vittorio Raimondi, Patricio Pagani, Ram Krishnamurthy
Companies: The Coca-Cola Company , Infotools
September 18, 2011
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Citation

Raimondi, Pagani and Krishnamurthy (2011a, September 18). From a snapshot to a movie. ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/from-a-snapshot-to-a-movie


Magazines

Research World (June 2009)

Our theme this month is return on marketing investment (ROMI). But just that one Insight throws the discussion of this aging concept into very sharp relief. Just what is ROMI? Is it return on investment on the entire marketing effort? Or return on...

Catalogue: Research World 2009
Author: ESOMAR B.V.
June 1, 2009
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Citation

B.V., E. (2009a, June 01). Research World (June 2009). ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/research-world-june-2009-


Research papers

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003
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Citation

Katz et al. (2003a, September 14). A seat at the table . ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/a-seat-at-the-table-


Research papers

Maximizing shareholder value by bridging the metrics of finance and marketing

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Stefan Daiberl, Stuart Agres, Bill Moult, Jim Spaeth
September 14, 2003
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Citation

Daiberl, Agres, Moult and Spaeth (2003a, September 14). Maximizing shareholder value by bridging the metrics of finance and marketing. ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/maximizing-shareholder-value-by-bridging-the-metrics-of-finance-and-marketing