Resources Library by ANA

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

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

Authors: John Baker, Kieran Ryan

Company: KANTAR TNS Malaysia

June 15, 1995

The influence of information and a new mental model of adaptation

In focusing on the need for a new mental model, we cite two issues of central concern to transnational business firms. These two issues are 1) recognizing the influence of national culture on the normal life of customers and the ways culture affects...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Jeanne Binstock van Rij

September 1, 1994

Towards a truly internal market for advertising communication

A great deal has been written about the challenge of trying to "globalise" advertising in terms of its impact on consumers in different cultures and different parts of the world. More recently, the ability to reach consumers in fifty countries at...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Jean Bergevin, Margaret Holmes

June 15, 1994

The USS6 billion question: What will viewers view in 2001?

This paper takes as its starting point the profusion of channel choices that are being bandied about in the media, and asks whether there will be any real change in the way that viewers view in the next few years. Beyond the seven year marker, there...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: John Kaye

May 1, 1994

What changes will be needed within the research agency?- Radical change, evolution or heads down?

Significant changes have occurred within multinationals during the past few years and most of them are now in the process of implementing new international marketing programmes. The paper is divided into two parts. The first part reviews the major...

Catalogue: Seminar 1993: Marketing And International Research

Author: Katherine Passerieu

Company: Harris Interactive (Europe)

June 15, 1993

Executive information and decision support systems- A revolution in the making

Japanese Industry as a whole can be justly proud of the extent to which senior executives use, and value information. In a recent study of major Japanese Industrial companies, the professional services firm Ernst & Young made some interesting...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: David Brown

June 15, 1992

Adapting research to the new world of marketing

After reviewing and defining what global marketing is (or should be), the talk develops three themes: I. Global marketing will accelerate dramatically: Very powerful economic forces compel leaders of the business community to think globally and act...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: George S. Fabian

June 15, 1992

Glocalisation in Asia Pacific

This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Roger M. Brookin

Company: Unilever

June 15, 1992

Audio- video- electro

In the annals of the history of business, the L980’s will undoubtedly be recorded as the decade of globalization. But like so many other aspects of that hyper-decade, the rhetoric of globalization often out-ran the reality. For the marketer...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Authors: Jean-Pierre Depasse, Raimund Gfrerer

Company: Nielsen

June 15, 1992