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Research papers

Marketing for new technologies

Information Technologies can be considered as a single market, constituted by many interdependent market areas. It is a multidisciplinary market, more and more complex to understand from a technological point of view but also from a marketing point...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Luc Rouach
Company: MSM
June 15, 1996
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Citation

Rouach, L. (1996a, June 15). Marketing for new technologies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/marketing-for-new-technologies


Research papers

Developing a local soft drink brand

Please allow us to interrupt the stable course this ESOMAR seminar has taken so far. We have not set ourselves the task of presenting you with the most advanced technologies in marketing research, neither do we intend to stun you with sophisticated...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
June 15, 1996
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Citation

Tereba and Krasny (1996a, June 15). Developing a local soft drink brand. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/developing-a-local-soft-drink-brand


Research papers

Market potential

Deregulation is creating competition in the communications industry, allowing telephone service providers, media companies and other firms to offer everything from local telephone services to video-on-demand. Businesses are especially being targeted...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Steven H. Cohen, Donald A. Anderson, Jill Hesser
June 15, 1996
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Citation

Cohen, Anderson and Hesser (1996a, June 15). Market potential. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/market-potential


Research papers

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven
June 15, 1996
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Citation

Ehrenberg, Barnard and Scriven (1996a, June 15). Justifying our advertising budgets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/justifying-our-advertising-budgets


Research papers

Quality of service

In a competitive environment, quality of service in voice telephony plays an increasingly important role both from a policy point of view and from a strategic point of view. Measuring, comparing and informing on quality of service will, therefore,...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Michel Rogy, Elke Bantleon
June 15, 1996
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Citation

Rogy and Bantleon (1996a, June 15). Quality of service. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/quality-of-service-4775


Research papers

Communication

This paper looks at the use of communication, not only advertising, as a strategic resource for creating strong links with the various segments of telecommunications users. This need was isolated by Telecom Italia as a result of the very rapid...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Valeria Colombo, Patrick G. M. Standen
Companies: TIM (Telecom Italia), Burke, Inc.
June 15, 1996
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Citation

Colombo and Standen (1996a, June 15). Communication. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/communication


Research papers

Needs of a telecom operator

The telecommunications industry has become dynamic due to the growth of new services, introduction of new technologies, and increasing competition between telecom operators. In such a dynamic situation it is difficult to take a snap-shot of the...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Atul Sinha
Company: Philips International
June 15, 1996
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Citation

Sinha, A. (1996a, June 15). Needs of a telecom operator. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/needs-of-a-telecom-operator


Research papers

The gap

As environments have become more competitive, so the nature of brands has changed. To appreciate this, depth interviews were conducted with twenty leading edge brand consultants. Brands have evolved beyond their earlier role of differentiating and...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley
June 15, 1996
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Citation

de Chernatony and Dall'Olmo Riley (1996a, June 15). The gap. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-gap


Research papers

Customer value strategies

As competition for business becomes more and more intense in the Middle East region, delivery of quality customer service has become a major goal for many companies in the region. This paper analyses the challenge faced by market research suppliers...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Anna Rita Baglioni Hadjigavriel
March 1, 1996
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Citation

Baglioni Hadjigavriel, A. R. (1996a, March 01). Customer value strategies . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/customer-value-strategies-