Resources Library by ANA

The development of a financial panel and its contribution to financial marketing

A panel approach was adopted by AGB to solve this research information problem. The paper outlines the pilot stage of the Index panel and describes how this pilot led to major modifications both to the data collection processes and the data...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: John F. Swift, John English

June 15, 1983

Greek tourism in the 1980s widening the market

This paper attempts to explain the thinking behind Aspect Advertising's decision to advertise the attractions of Greece as a tourist destination by using Posters at "off-peak" times of year rather than what had been the previous practice - to support...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Author: Dan O'Donoghue

June 15, 1983

Importance of trend research in the marketing branch of the pharmaceutical industry

Until recently, the German pharmaceutical market was hardly subject to any changes which resulted from a general economic development or the population's changed attitude as to values in general. As far as the Federal Republic of Germany is...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Rudolf Sommer

Company: Basis-Kontakt GmbH

June 15, 1983

The contribution of research to long-term capital decisions

At Philip Morris we are convinced that market research is an important strategic management tool. But, as with any tool, its effectiveness is largely dependent upon the skill of the user.

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: David Zelkowitz

June 15, 1983

The role of research in strategic planning for a multi-national pharmaceutical company

The main aim of this paper is to focus on the role of research in strategic planning for a drug company, taking a particular programme of surveys amongst doctors as an example of the contribution which research can make.

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: David S. Mitchell

June 15, 1983

The winning marketing strategy of a Japanese company in a tough environment

After a brief history of marketing in Japan, the market environment and the strategy of Japanese companies in 1983 is discussed, as the first subject of the presentation. Japanese marketers believe that innovative product development is the most...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Shoji Murata

June 15, 1983

Towards an integrated set of models for describing consumer preferences and for supporting marketing decisions for beer products

Flavour plays a key role in the market acceptance of all food and beverage products, and especially in the market acceptance of beer. This paper describes a program of research being undertaken by a major international brewer to develop an integrated...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Al C. Farrell, H. J. Halls, George Alex Whitmore

June 15, 1983

Videotex: A new means of service and communication (French)

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Anne Pugnet

June 15, 1983

The patient's input

A number of changes in society, technology and the way people use health care facilities, are leading to a greater recognition of the strong influence patient decision making can have on the fortunes of the industry. Examples are quoted to illustrate...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Philip D. Barnard

June 15, 1983