Resources Library by ANA

Managing transnational brands in times of change

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Linda Caller, Sheila Byfield

September 1, 1999

Beauty and the beast

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Cecília Russo, Jaime Troiano

June 15, 1999

Evaluation of advertising efficiency and effectiveness

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Eduardo Albornoz Guillen, Patricio Moyano Galdames, Andres Varas del Canto

June 15, 1999

Beauty and the beast (Spanish)

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Cecília Russo, Jaime Troiano

June 15, 1999

Evaluation of advertising efficiency and effectiveness (Spanish)

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Eduardo Albornoz Guillen, Andres Varas del Canto, Patricio Moyano Galdames

June 15, 1999

Making intelligence count

Ever-increasing resources are being devoted to learning about customers. What do they want how do they perceive us and our offer how do we match up against the competition? Attendant pressures mount on research specialists product brand and...

Catalogue: Seminar 1999: Market and Competitive Intelligence

Author: Sean A. Meehan

March 1, 1999

Revue Française du Marketing 1999 (N. 171)

Pour que ce numéro spécial soit aussi complet que possible, nousavons souhaité proposer au lecteur plusieurs pistesde réflexion concernant l'analyse et la gestion de l'interface et des moments de vérité. Dans cette...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

January 1, 1999

Re-evaluating the importance of time

This paper is mainly philosophical in nature. It shows that there are a number of concepts within the theory - and application - of evolutionarybiology that can provide insight into some of the problems of brand management in a dynamic environment....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Martin Oxley

Company: Ipsos MRBI

September 1, 1998

Managing a portfolio of brands

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands to fully understand the corporate and marketing implications of brand...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Jean-Paul Petitimbert

June 15, 1998