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Research papers

Customer magazine publishing

This paper brings together, for the first time, data on the key national markets for customer magazines, as well as presenting the world's first generic research into the effectiveness of customer magazines. The results are based on research...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Neil O'Brien
October 10, 1999
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Citation

O'Brien, N. (1999a, October 10). Customer magazine publishing . ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/customer-magazine-publishing-


Research papers

Mapping cultural values for global marketing and advertising

This paper presents evidence that consumer behaviour varies with cultural patterns and that this variance is stable over time and will become increasingly manifest. Consumption behaviour, decision making, media behaviour and advertising behaviour are...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Marieke de Mooij
September 1, 1999
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Citation

de Mooij, M. (1999a, September 01). Mapping cultural values for global marketing and advertising . ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/mapping-cultural-values-for-global-marketing-and-advertising-


Research papers

Bank roles in developing relationships with business customers

This paper discusses a large research project conducted to investigate factors impacting on the relationship between banks and their business clients in Australia. A survey was conducted during February - March 1999 with 276 executives and financial...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research
Author: Nexhmi Rexha
September 1, 1999
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Citation

Rexha, N. (1999a, September 01). Bank roles in developing relationships with business customers . ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/bank-roles-in-developing-relationships-with-business-customers-


Research papers

The case of Russia

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Yuri Levada, Alexey Levinson
September 1, 1999
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Citation

Levada and Levinson (1999a, September 01). The case of Russia. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/the-case-of-russia


Research papers

The evolution of marketing

This paper proposes that marketing in different product sectors and in different national cultures changes over time in a consistent and predictable way. The progress from commodity selling to post-modern marketing is based on evolutionary...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). The evolution of marketing. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/the-evolution-of-marketing-5540


Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999
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Citation

Bose and Khanna (1999a, September 01). The little emperor . ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/the-little-emperor-


Research reports

ESOMAR Annual Market Study 1998

This report, that covers the 1998 market statistics, is the eleventh published by ESOMAR, is based mainly on information supplied by national market research trade associations, and on estimates provided by ESOMAR National Representatives and other...

Catalogue: Global Market Research
Author: ESOMAR B.V.
September 1, 1999
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Citation

B.V., E. (1999a, September 01). ESOMAR Annual Market Study 1998. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/esomar-annual-market-study-1998


Research papers

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Howard R. Moskowitz
September 1, 1999
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Citation

Moskowitz, H. R. (1999a, September 01). Segmenting consumers world-wide . ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/segmenting-consumers-world-wide-


Research papers

Understanding customers' naive theories of high-tech products and services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Stefana Broadbent Carles
September 1, 1999
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Citation

Carles, S. B. (1999a, September 01). Understanding customers' naive theories of high-tech products and services. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/understanding-customers-naive-theories-of-high-tech-products-and-services