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Magazines

Marketing and research today (August 1994)

Fusion techniques have traditionally used common variables, such as demographics to match individual respondents on one survey to those on another. By such matching, it is argued that behavioural information onlyavailable on one survey may be...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
August 1, 1994
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Citation

B.V., E. (1994a, August 01). Marketing and research today (August 1994). ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/marketing-and-research-today-august-1994-


Research papers

Visible success

The Office Products Market in Europe is characterised by a complex distribution structure and multiple sales channels. Up to seven layers of distribution for some consumable products add significantly to prices paid by the end user. Our client, a...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Joe Seydel
June 15, 1994
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Citation

Seydel, J. (1994a, June 15). Visible success. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/visible-success


Research papers

Branding in business-to-business markets

Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Serge Dimitriadis, Jean Bidault
June 15, 1994
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Citation

Dimitriadis and Bidault (1994a, June 15). Branding in business-to-business markets. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/branding-in-business-to-business-markets


Research papers

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994
Author: Ian E. Wood
June 15, 1994
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Citation

Wood, I. E. (1994a, June 15). Brands on market earth. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/brands-on-market-earth


Research papers

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Wim van der Noort, Irena Petric
June 15, 1994
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Citation

van der Noort and Petric (1994a, June 15). Effectiveness of newspaper advertising. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/effectiveness-of-newspaper-advertising


Research papers

FRY

The CESP has carried out two types of experiment on measuring First Reading Yesterday (FRY). The first was performed during the National Readership Survey (NRS) in 1988. A questionnaire on yesterday reading was given by phone three weeks after the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Hugues Chavenon, Françoise Dupont
June 15, 1994
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Citation

Chavenon and Dupont (1994a, June 15). FRY. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/fry


Research papers

Towards a truly internal market for advertising communication

A great deal has been written about the challenge of trying to "globalise" advertising in terms of its impact on consumers in different cultures and different parts of the world. More recently, the ability to reach consumers in fifty countries at...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Jean Bergevin, Margaret Holmes
June 15, 1994
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Citation

Bergevin and Holmes (1994a, June 15). Towards a truly internal market for advertising communication. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/towards-a-truly-internal-market-for-advertising-communication


Research papers

Stalled or just running slow? Teleworking

This case study illustrates a reengineering of traditional market research in line with the call for papers for this seminar - market research was an integral part of the development process and not just a data supplier. Researchers from both the...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: James P. King
June 15, 1994
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Citation

King, J. P. (1994a, June 15). Stalled or just running slow? Teleworking. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/stalled-or-just-running-slow-teleworking


Research papers

A new macro-level segmentation model for business-to-business marketing

In consumer markets, marketers and researchers have traditionally used demographics (sex, lifecycle, income, socio-economic class) to segment markets. Other segmentation bases have been proposed and used (psychographics, values), but "demographics"...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Geoff Alford
June 15, 1994
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Citation

Alford, G. (1994a, June 15). A new macro-level segmentation model for business-to-business marketing. ANA - ESOMAR. Retrieved February 20, 2026, from


https://ana.esomar.org/documents/a-new-macro-level-segmentation-model-for-business-to-business-marketing