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Research papers

Three cultures of international marketing

Three considerations of the idea of ‘culture’ interact to question the inevitability of ‘global’ brands. Consumer culture, marketing culture and the national cultural values that underpin decision making all have significant...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Judie Lannon
September 1, 1999
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Citation

Lannon, J. (1999a, September 01). Three cultures of international marketing . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/three-cultures-of-international-marketing-


Research papers

The case of a centralized interviewer organisation

The structure of the interviewer organisation should follow; from the functions this organisation has to perform. These functions are of a very special kind, not comparable with other, occupational functions. They are also quite different from those...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Elisabeth Noelle-Neumann
June 15, 1962
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Citation

Noelle-Neumann, E. (1962a, June 15). The case of a centralized interviewer organisation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-case-of-a-centralized-interviewer-organisation