Resources Library by ANA

The changing role of fairs and exhibitions as marketing forums in East-West economic relations

I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Gusztáv Holló

June 15, 1985

An evaluation of experimental field research

The purpose of our paper is to evaluate the application potential of experimental research, especially experimental field research, from the viewpoint of marketing decision making. On the one hand we try to demonstrate extensively some general and...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Matti Ahtomies, Uolevi Lehtinen

June 15, 1983

Using long-term studies in marketing planning

According to Kotler planning means "to decide at the present time what needs to be done in the future." Marketing planning forms part of the overall planning of an enterprise. The marketing-mix being a combination of various kinds of marketing...

Catalogue: Papers 1982: Social Research And Prediction

Author: Walter Tacke

June 15, 1982

The role of the patient in international research

The paper considers the implications of patients' reactions, attitudes and behaviour in the overall marketing mix for ethical pharmaceutical products. Having considered the patient's influence on the choice and use of drugs, it looks at the use of...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: David S. Mitchell

September 1, 1981

The launch of the Harmony collection in Italy

This paper shows the possible application to certain publishing sectors of some Market Research methodologies already tested in the Marketing of consumer goods. In this particular case, the Market Research programme carried out before launching the...

Catalogue: Seminar 1981: Publishing in the 1980's

Authors: Guido Colonna, Arnaldo Aisa, Camillo Dagradi

June 15, 1981

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Sylvère Piquet

June 15, 1981

The application of a long and medium term M.M.I.S.A.T Colgate-Palmolive

Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to...

Catalogue: Seminar 1980: Information Systems In Action

Author: Janine Rouas

Company: Colgate-Palmolive

June 15, 1980

Qualitative research into Lion Bar

Lion Bar is currently on a test market in theYorkshire region.The aim of the research reported here was toexamine the brand image which Lion Bar iscreating and to see from the point of view ofthe consumer how Lion Bar is settling intothe...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1977

Cabana concept research

Following previous research (CT 2831/2848), a pack design with the name 'Cabana' and an advertising approach have been designed for the coconut and caramel bar.The general objectives of this research were to evaluatethe various elements of the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

February 1, 1977