Resources Library by ANA

Brand management and brand measurement

Brand building, brand management and brand maintenance prerequisites the measurement and thorough understanding of brands. Since brand building often represents a greater investment than product or plant development, this is a worth wile endeavour....

Catalogue: Seminar 1994: Building Successful Brands

Author: Uwe Munzinger

June 15, 1994

The common agricultural policy

This paper examines the impact of the GATT agreement and concludes that its direct impact will be minimal. More important is the establishment of a framework that will serve as a basis for GATT Mark II for agriculture from 2003. The current GATT will...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Tony M. Houghton

June 15, 1994

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Howard Biggs

June 2, 1994

How to optimise the go/no go decisions

This paper will focus on the interchange between the critical commercial and medical functions and the decisions they can make or change as a result of input from key sources of intelligence and experience. Case studies which illustrate the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Stuart Cooper

June 1, 1994

Determining the price of a product in the pharmaceutical market

Price sensitivity (or elasticity) is an aspect which has always had to be faced as an integral part of pre-launch and post-launch research in the consumer fields. Now it has to be faced seriously in the pharmaceutical field. But can we just take the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Nigel J. Burrows, Graziella Dupasquier

June 1, 1994

Prioritising strategies for an established brand

This paper describes in some detail a marketing research study commissioned by Glaxo Holdings and carried out by Taylor Nelson Healthcare in six European markets and in Canada, amongst over 23 respondents concerning the future potential for Zantac....

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Caroline Wilson, Anna Garofalo

Company: KANTAR TNS Malaysia

June 1, 1994

Structuring the marketing

This paper describes the exploratory part of a larger study on management of innovation, focussing especially on the interface between marketing and R&D (Research and Development). Marketing and R&D produce two critical flows of knowledge that have...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Mark Leenders, Felix Janszen, Berend Wierenga

June 1, 1994

Traditional medical journal ad testing considerations for the Japanese market

This paper is divided into two parts. The first part discusses some of the cultural complexities involved with marketing in Japan, with particular emphasis on the case of the Japanese marketing of Rulid, an oral antibiotic co-promoted in Japan by...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Jean-Michel Volat, Dale Goodwin

June 1, 1994

Using the market to help the product team in the development process

The market research group within Strategic Product Development in SmithKline Beecham Pharmaceuticals embarked on concept evaluation of a new drug, then in early clinical development. In a workshop context, bringing together the whole project team of...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Richard Murgatroyd, Marion Schoenfeld

Company: GSK

June 1, 1994