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Research papers

Global branding and segmentation: Everything old is new again

This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to...

Catalogue: ESOMAR Congress 1989
Author: Elana M. Hudak
Company: Colgate-Palmolive
September 1, 1989
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Citation

Hudak, E. M. (1989a, September 01). Global branding and segmentation: Everything old is new again. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/global-branding-and-segmentation-everything-old-is-new-again


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
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Citation

Goodyear, J. R. (1988a, June 15). The future development of international research.... ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-future-development-of-international-research-


Research papers

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jacques Blanchard, Chris Macrae
June 15, 1988
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Citation

Blanchard and Macrae (1988a, June 15). Detecting opportunities and risks to global branding. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/detecting-opportunities-and-risks-to-global-branding