Resources Library by ANA

Identifying latent dissatisfied customers

Data mining is the automated search for hidden previously unknown and interesting knowledge from large databases. This paper describes the use of data mining in the domain of customer satisfaction studies more specifically to tackle the problem of...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Josee Bloemer, Tom Brijs, Gilbert Swinnen, Koen Vanhoof

September 1, 1998

Managing the knowledge

What is knowledge? What does one need to know? How is knowledge created? These questions should lead to an answer as to whether knowledge management is just another new term in modern management science or whether knowledge is of value for strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Franz Tessun

September 1, 1998

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Khushi Khanna, Rama Bijapurkar

Company: PepsiCo

September 1, 1998

Lessons learned from Minitel for the Internet

The paper studies the marketing data and tools that can be derived from the use of Minitel in France with 14.5 million users in 1997 to define a strategy that will increase Internet usage. Minitel is a mass market success since 1983 whereas Internet...

Catalogue: The Worldwide Internet Seminar 1998

Author: Johnny Gambacorta

June 15, 1998

Strategic use of trends in the youth market

The paper looks at the importance of a strategic approach to understanding markets, and the constant relevance of youth culture as an indicator of the long term development and impact of trends, not just for themselves now, but for their coming...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: David Cox

October 22, 1997

Mapping cultural values for global marketing and advertising

In the globalization debate the argument is that countries will converge with respect to cultural values. This paper demonstrates that the more countries converge with respect to income, the more they diverge with respect to the manifestation of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Marieke de Mooij

September 1, 1997

Learning to live in Lilliput, the media-land where small is beautiful

Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Erwin Ephron

June 15, 1997

The success story of Amelia

This essay is about the strategic thinking, intuitive feelings and analytical work behind the launch of one of Sweden’s most successful weekly magazines. It describes in steps the combination of factors which led to Amelia’s success. In...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Naomi Seid

June 15, 1997

Store loyalty, frequency of shopping and their determinants

With the increasing concern for customer satisfaction, loyalty has come increasingly into focus in marketing planning and marketing strategy. This also applies to retailing. However, as the present paper will show, in a retailing context, loyalty is...

Catalogue: Seminar 1997: The Changing Retail Scene

Authors: Flemming Hansen, Foul K. Faarup, Antje Christensen

Company: KANTAR TNS Malaysia

June 15, 1997