Resources Library by ANA

Strategic marketing information system

This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Ricardo Calva, Libier Gomez, Salvador Garza

Company: The Coca-Cola Company

May 1, 1997

Online advertising

This paper examines the theoretical and practical principles of on-line advertising via the Internet. It addresses fundamental issues raised by this increasingly consequential, emerging area of business and presents solutions developed by a European...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?

Author: Hendrik Dohmeyer

January 1, 1997

Marketing in Asia

In this paper, we discuss research into marketing in Asia at three different levels, and briefly describe recent studies: Research into Asian markets; e.g. the acceptance of Australian native flowers and protea by Japanese consumers. Research into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Geoff Alford

November 1, 1996

The battle for loyal customers

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Kristof De Wulf, Patrick Van Kenhove

November 1, 1996

Company strategies for social responsibility

Milton Friedman developed his theories regarding economics and politics in the seventies. These theories became influential in the eighties when both Reagan and Thatcher used Friedman's ideas to promote their economic reforms. Friedman was clear as...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Carl C. Rohde

September 1, 1996

Market research methodology for analysis of retail distribution in agriculture

The paper describes a new market research approach for the analysis of retail distributions choices and efforts when selling agrochemicals to the farmers. The method, called DISTRASCOPE, is based on two specific features: quantified interviews of a...

Catalogue: Seminar 1996: European Agri-Business Under Pressure

Authors: Gerard Calbrix, Lucienne Ganay

Company: KANTAR TNS Malaysia

February 1, 1996

The marketing concept in Hungarian enterpises

The epic economic and political transformation of Eastern Europe in 1989 has not been accompanied by sudden changes in underlying cultural values or managerial attitudes. As a result, the marketing concept in organizations is in a state of flux. This...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Wade Danis, Andrew C. Gross, Robert D. Hisrich

June 15, 1995

Seeking common factors for standardization strategy in global marketing

As global business expands, practitioners in this field have desire to control or manipulate their global business strategy. In order to do this, they have to understand the global marketing environment at the same sophisticated level as their...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Hiroshi Kosaka

June 15, 1995

Key competitive differentiators

This paper predicates its contribution to marketing and progressive business management on the compelling need in the balance of the 1990's and beyond, to redefine the concept of Positioning in an intensely competitive global marketplace. As...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Renée Love

June 15, 1995