Resources Library by ANA

Should advertising strategies for international brands be global or multinational?

Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Peter Klein

Company: MSW_ARS Research

June 15, 1992

A Global marketing strategy responding to national cultures

A proposal for the conceptually desirable Global Marketing Strategy is presented. This effective global strategy which has a standardised pattern across nations should be adapted to national cultures in order to be most efficient. First, the basic...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Hiroshi Kosaka

June 15, 1992

Great expectations

In the early days of television, when each program had one sponsor, exposure even to only one telecast had highly measurable advertising communication and sales effects. The shift to scatterplots, while beneficial in terms of reach and in terms of...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Thomas F. Delaney

June 15, 1992

The effects of trade development on marketing in the Nineties

The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Gunter Redwitz

Company: GfK

June 15, 1992

The effect of bar code scanning technology on marketing, merchandising and research practices within the US packaged goods industry, and outlook and implications for the spread of this technology to the international market

The 1980's saw a fundamental change In the nature of syndicated marketplace Information in the US. A change which has had profound effects on marketing, merchandising and research practices. As the spread of this technology to other countries Is...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: George R. Garrick

June 15, 1992

We eat, we drink and we buy

In 1990 Readers Digest commissioned a study on the economic and social life of seventeen countries across Europe - published in 1991 under the title Eurodata. The research was offered as a contribution of interest to marketers, government agencies,...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Authors: Malcom R. Mather, Alec Gallup, Kenji Iljlma

Company: Nippon Research Center Ltd.

June 15, 1992

Executive information and decision support systems- A revolution in the making

Japanese Industry as a whole can be justly proud of the extent to which senior executives use, and value information. In a recent study of major Japanese Industrial companies, the professional services firm Ernst & Young made some interesting...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: David Brown

June 15, 1992

A new kind of consumer panel

When trying to set-up a marketing plan for the coming twelve months, the Brand Manager is usually facing two types of problems : a) How to forecast the global market evolution in the local area under consideration ? b) Within this total market, what...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Alain Pioche

Company: Nielsen

June 15, 1992

Brand keys

This multi-national case study describes the harnessing of consumer bonding measurements to optimize the likelihood of successfully launching new products or services. The study introduces a new research discipline; Brand Keys. Based upon established...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Robert Passikoff

Company: Dentsu Macromill Insight

June 15, 1992