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Research papers

Let the product talk

at LVMH, Product insight has successfully contributed to several types of problematics. two will now being explained: the launch of a new fragrance (Pucci for women) where the brief is to try and understand which juice should be chosen to meet best...

Catalogue: Fragrance 2007
Authors: Evelyne Rédier, Sandrine McClure
Company: Reperes
November 14, 2007
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Citation

Rédier and McClure (2007a, November 14). Let the product talk. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/let-the-product-talk


Research papers

Introduction to the seminar

We will be discussing the use of promotion and sponsorship in the marketing mix, dealing with the state of the art and trends. And, of course, within the framework of the ESOMAR umbrella, we will pay particular attention to roles of research in...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Mario van Hamersveld
Company: Philips International
November 6, 1985
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Citation

van Hamersveld, M. (1985a, November 06). Introduction to the seminar. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/introduction-to-the-seminar-2686


Research papers

Spain: Everything under the sun

This paper explains the information system used in devising the marketing plan for Spanish tourism and adjusting the global marketing strategy to meet future needs. Because the objectives of the marketing plan for Spanish tourism were to: design a...

Catalogue: Seminar 1988: Travel And Tourism Research
Authors: Josep Chias, Eulogio Bordas
May 4, 1988
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Citation

Chias and Bordas (1988a, May 04). Spain: Everything under the sun. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/spain-everything-under-the-sun


Research papers

Using long-term studies in marketing planning

According to Kotler planning means "to decide at the present time what needs to be done in the future." Marketing planning forms part of the overall planning of an enterprise. The marketing-mix being a combination of various kinds of marketing...

Catalogue: Papers 1982: Social Research And Prediction
Author: Walter Tacke
June 15, 1982
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Citation

Tacke, W. (1982a, June 15). Using long-term studies in marketing planning. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/using-long-term-studies-in-marketing-planning


Research papers

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Sylvère Piquet
June 15, 1981
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Citation

Piquet, S. (1981a, June 15). Advertising, promotions and direct marketing. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/advertising-promotions-and-direct-marketing


Research papers

Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix

Effective marketing plans are key to product success in today's mass markets. And whether they are effective or not is - to a large extend - determined by the consumer and his reaction to it. For the marketers of consumer goods this means they have...

Catalogue: ESOMAR Congress 1989
Author: Petra E. Schauenburg
Company: GfK
September 1, 1989
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Citation

Schauenburg, P. E. (1989a, September 01). Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/integrated-measuring-of-the-effects-of-marketing-mix-variables-with-special-emphasis-on-the-elements-of-the-communication-mix


Research papers

Research for ranges, assortments and multi-brand manufacturers

In many cases, a manufacturer will market not one item but several in a given product group. These may either be in the form of a range, such as a range of different flavours of soup, or as an assortment, such as a mixed assortment of confectionery,...

Catalogue: ESOMAR Congress 1966
Author: Lorne James Rothman
September 1, 1966
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Citation

Rothman, L. J. (1966a, September 01). Research for ranges, assortments and multi-brand manufacturers. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/research-for-ranges-assortments-and-multi-brand-manufacturers