Resources Library by ANA

Local retailers counter multinationals

In the Czech Republic, internationalisation of retail structures has become the topic of the day. More and more multinationals are entering the Czech market. This paper provides an analysis of latest developments and an overview of the increasing...

Catalogue: Seminar 1997: The Changing Retail Scene

Authors: Tomás Drtina, Evzen Pospisil

June 15, 1997

The consumer

The consumer panel has traditionally been an instrument used by marketing departments with the objective of obtaining a tracking of the market and the consumer. During the last years, a very important contribution to the development of consumer...

Catalogue: Seminar 1997: The Changing Retail Scene

Author: Josep Montserrat

June 15, 1997

Customer focus in a service context

Customer orientation is the focus of this paper. The primary purpose of the underlying study is to measure the customer focus of real estate agents. The Narver and Slater -1990 scale was made operational to fit the situation of the real estate agents...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Ingrid Van Rijn, Yvonne Van Everdingen, Peter Risseeuw, Enno Masurel

November 1, 1996

The battle for loyal customers

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Kristof De Wulf, Patrick Van Kenhove

November 1, 1996

Multi media

The adoption and diffusion of information and communication technologies (ICT) has only begun, even as its research. Besides some theoretical background, this paper aims to give insights -1 in the managers’ attitudes and perceptions towards the...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Tim Duhamel, Harry Commandeur, Niels Schillewaert

November 1, 1996

The Iguassu project

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Julio Cesar Tannus, Roseli Stier Azambuja

Company: Ogilvy

September 1, 1996

Understanding promotion effectiveness and profitability

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques and procedures. The problems of simply managing...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Kenneth J. Wisniewski, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 1996

New product development

This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Axel Schmidt, Marc Sasserath

September 1, 1996

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