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Magazines
Revue Française du Marketing (Mai 2005)
Ce numéro consacré à l'optique relationnelle réunit quelques-unes des plus bellessignatures nationales et internationales dans le domaine de la gestion dela relation client et nous sommes à la fois honorés et ravis de compterparmi...
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
May 1, 2005
Research papers
Brands, be yourself!
This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.In some low involvement categories, retailer...
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Driss Farissi
Company: Procter & Gamble
April 19, 2005
Research papers
Consumers and their brands
This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers' needs play in such a relationship.The analysis is done in two very different but equally...
Catalogue: Asia Pacific 2005
Authors: Javier Calvar, Goutam Mitra
March 13, 2005
Research papers
There's something about Mary
Mary Goodyear's groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool - useful for explaining and understanding markets, brands and advertising as well as consumer attitudes and behaviour.In this paper the authors...
Catalogue: Asia Pacific 2005
Authors: Lee Ryan, Rosie Hawkins
Company: KANTAR TNS Malaysia
March 13, 2005
Research papers
Identifying the drivers of use intention for brands
The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an...
Catalogue: Asia Pacific 2005
Authors: Shigeo Okazaki, Sean Corcoran, Satoru Sato
March 13, 2005
Research papers
From aesthetic trends to new value signs
In 2004 Philips launched its new brand positioning 'Sense and Simplicity'. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and human-centered approach that led to...
Catalogue: ESOMAR Conference on Digital Futures 2005
Author: Brechje Vissers
Company: Philips International
March 1, 2005
Research papers
Measuring emotion in brand communication
The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...
Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Peter Cooper, John S. Pawle
Company: QRi Consulting Ltd.
February 27, 2005
Research papers
Client-driven convergence of the market research, CRM and competitive intelligence industries.
This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge 'insights' capability by bringing together into a single, integrated team its market research, market and competitive...
Catalogue: ESOMAR Conference 2005: Innovate!
Author: Helen Simpson
February 27, 2005
Research papers
