Resources Library by ANA

Regional diversity in China and its impact on pricing strategy

China, with its 1.2 billion people, presents itself as one of the most promising future markets for most multinational companies. China also has a proud and continuous history of more than five thousand years with one written language. However,...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Lynn Y.S. Lin

Company: BBI Group

November 1, 1996

Relationship marketing competencies in the UK advertising industry

Relationship marketing provides an effective paradigm for analysing client/advertising agency relationships. A quasi-ethnograpic approach was utilised to select an appropriate visual model for evolving a survey tool. Agencies were rated highly for...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Ian Chaston, Jonathon Lace, Terry Mangles

November 1, 1996

The battle for loyal customers

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Kristof De Wulf, Patrick Van Kenhove

November 1, 1996

Market intelligence in the vehicle supply chain

The retailing of new motorvehicles is now in the process of major change, as the principles of lean manufacturing are extended to distribution. New supply systems should transform the selling process. Customer information gathered through the...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Philip Wade

November 1, 1996

Multi media

The adoption and diffusion of information and communication technologies (ICT) has only begun, even as its research. Besides some theoretical background, this paper aims to give insights -1 in the managers’ attitudes and perceptions towards the...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Tim Duhamel, Harry Commandeur, Niels Schillewaert

November 1, 1996

Media research

This review looks at the media research services currently available in fourteen key Asia Pacific markets, namely: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, The Philippines, Singapore, South Korea, Taiwan, Thailand...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Andrew Green

November 1, 1996

The changing faces of Chinese women

China has been described as a sleeping dragon that has just woken up. The economic reform, combined with the rapid growth of foreign investment, has propelled the economy to double digit growth. The process of opening the Chinese economy is...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Yim Ling Sum

Company: Nielsen

November 1, 1996

A buyer's perspective

Marketing in Asia Pacific is poised to enter a new phase of consumer demand, requiring different marketing skills and approach. At a basic level, brand marketing is about focusing on consumer needs rather than on manufacture ability. This concept is...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Kay Broadbent

November 1, 1996

A new toolkit to a new quality approach

This paper will focus on the research aspects. Programmatic organization development as a method will only be dealt with briefly. Measurement by using the Mystery Shopping principle to its utter limits - for the front office - and retrospective self...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Eric Sondervan, Felix Malten, Anthony Van Zonneveld

Company: KANTAR TNS Malaysia

September 1, 1996