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Research papers

A review of pros and cons of centralised research in manufacturing companies

Several different organizational forms for a multinational manufacturing company are examined, and the implications of these different structures for the nature of the marketing research function: in particular the degree of centralization or...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: David Hawkins
June 15, 1988

Research papers

The future development of international research...

The paper looks at the extent to which the development of international market research has paralleled the development of international and multi-national marketing. It considers the growth and development of global marketing and the emergence of...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: John R. Goodyear
June 15, 1988

Case studies

International advertising tracking

With the development of the global brand strategy, and accompanying it, the global advertising campaign, there follows closely behind the international advertising tracking research. If there is a uniform brand strategy for each country in which a...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Lucy Pardy, Astrid Carl-Zeep
June 15, 1988

Case studies

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Uwe Munzinger, Karl Georg Musiol
Company: GfK
June 15, 1988

Research papers

Centralised and decentralised marketing research: How to find the "optimal balance" in a multinational pharmaceutical company

Since 1986 the International Marketing Research Department at the Sandoz Headquarters (HQ) has become increasingly involved in multi-country studies, forming one of the cornerstones for the "international core” of New Product Development, Group...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Bernd E. Grobe
June 15, 1988

Research papers

1992: Its effects on European and global marketing

The authors feel that the 1992 Single European Act is likely to bring about the most fundamental changes in European business ever seen. The paper examines awareness, attitudes and action being taken or intended to be taken by market research...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Roger Sargood, Malcom R. Mather
June 15, 1988

Research papers

Multi-national, global, international or what?

Looking into the future, it is tempting to believe that markets, increasingly, will become 'globalised' and it is even more tempting to believe that therefore there is hope for standardised products in international markets. These temptations, I...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Martin van Mesdag
June 15, 1988

Research papers

Theoretical and practical difficulties encountered in setting up a European data bank in the field of telecommunications

The European Commission asked the European Consultancy Organisation (ETCO) in 1986 to evaluate future demand for broadband telecommunications in order to be able to provide the requisite types of carrier services and infrastructures. The two...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Chantal Le Bras, Jerome Hervio
June 15, 1988

Research papers

Which dog? Which tail?

In real life central and decentralised research departments exist side by side. Their relative strengths depend on staffing, budgets and the stage reached by the company in the central vs local autonomy cycle. Since both types of department exist,...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jane Kalim, John Rutherford
Company: Shell Global
June 15, 1988