Resources Library by ANA

The next decade

The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is...

Catalogue: ESOMAR Congress 1987

Author: Justus Veeneklaas

Company: Philips International

September 1, 1987

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Margaret Holmes, Martin West

June 15, 1986

The branding of international research

The paper traces the development of international marketing research over the years and shows that it has now become an established part of the activities of hundreds of research companies throughout the world. It is argued that an international...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Philip D. Barnard

June 15, 1986

Our struggle to penetrate the Japanese market and how we attained success

Japanese brand names such as Yamaha, Cannon, Sony, Toyota and a great many more dominate entire product categories in the Rest. Only a few companies and products seem to have been able to reverse the process and to establish themselves as household...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Kiygkazu Aizawa

Company: Nestlé

June 15, 1986

The changing role of fairs and exhibitions as marketing forums in East-West economic relations

I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Gusztáv Holló

June 15, 1985

Extending the geographic scope of research to Eastern European shortage economies

The objective of this paper is to study the nature of the marketing research task in Eastern European countries. The need for this type of analysis steins from the fact that most research procedures, whether for domestic or for international...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Jozsef Berács, Nicolas Papadopoulos

June 15, 1985

Assessing worldwide market potential through on-line data banks

The trend towards multinational marketing is growing. Fewer companies now dominate fields such as housekeeping products, health and beauty aids, paper products, hot and cold beverages and so on. Increasingly, the potential for international expansion...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Jacques Chahine

Company: Nielsen

June 15, 1984

Is 'taste' international

One of the longest running arguments in international marketing is whether the same product should be marketed in a wide range of countries, or the individual requirements and taste of each country be allowed to predominate. This paper illustrates...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Frank H. Winter, Derek C. Martin

June 15, 1983

Standardising advertising for the international market

Should advertising of various products and services be standardized in the international market, or are there too many cultural obstacles? Should gasoline or petrol products, a hand lotion, clothing, and other products be advertised in essentially...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Steuart Henderson Britt

June 15, 1980