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Research papers

What is the value of our car?

This paper explores ways of using value based segmentation to position car brands and models. It shows that both domain specific variables and general human values can be matched in a model that describes what car buyers seek in cars and how this...

Catalogue: International Automotive Marketing Conference 1998
Authors: Gerton Poot, Fred Schipper, Charles Engelaar
Company: Trendbox B.V.
June 15, 1998
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Citation

Poot, Schipper and Engelaar (1998a, June 15). What is the value of our car?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-is-the-value-of-our-car-


Research papers

A consumer-oriented approach to the marketing of food products

There is a growing recognition that successful marketing of food products should take the consumer, the ultimate judge in the market, as point of departure. This will allow producers to add value to their products while consumer needs will be more...

Catalogue: Seminar 1996: European Agri-Business Under Pressure
Authors: Anke Audenaert, Jan-Benedict Steenkamp
February 1, 1996
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Citation

Audenaert and Steenkamp (1996a, February 01). A consumer-oriented approach to the marketing of food products . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-consumer-oriented-approach-to-the-marketing-of-food-products-