Resources Library by ANA

Marketing management support systems

A Marketing Management Support Systems can be defined as any device combining (I) information technology, (II) marketing data and/ or knowledge, and (III) analytical capabilities, made available to one or more marketing decision-makers with the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Berend Wierenga, Gerrit H. van Bruggen

June 15, 1993

Satisfied or satiated?

This paper attempts to identify some of the reasons why so many customer satisfaction surveys fail to satisfy their clients and run aground within two to three years of being set up. In discussing the issues confronting the researcher, it describes...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Peter Bartram, Mary Bartram

June 15, 1993

Social change and perceptions of consumers

The present paper deals with the experiences and perceptions of consumers in Hungary, the former CSFR 1 ) and Poland since the revolutionary changes in 1989 up to 1992. The data shown are based on large representative studies conducted in these...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Gunda Plasser

Company: GfK

June 15, 1993

Quality standards

The age old complaint of suppliers is that "clients won't pay for quality"; of clients, that "suppliers never define what they mean by quality, so you might just as well buy on price". What can both clients and suppliers do to remedy this...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jane Kallm

June 15, 1993

My problem is your problem

The paper is a critical account of the experience of the authors of qualitative market research in the developing countries of the world which have led them to draw up a set of guidelines for qualitative market research. It is put forward that the...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Authors: Tom O'Dwyer, Hala Al-Bassam

Company: Unilever

June 15, 1993

Integration of research tools in the field of television analysis

In order to make theoretical considerations on integration of multiple research tools and its application to reality, the criteria of validity should be mentioned well as their mutual compatibility. This is a long and complicated matter and my...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Federico Di Chio

June 15, 1993

The application of rule induction and neural networks for television audience prediction

Rule induction and neural networks have been applied to audience data to produce promising results for understanding and predicting audience behaviour. Potential deployment designs suggest that this will be a fruitful way to assist the task of...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Mike Fitzsimons, Tom Khabaza, Colin Shearer

Company: British Broadcasting Corporation (BBC)

June 15, 1993

The category management revolution

Category Management represents a very significant new phase in the development of retail marketing & retailer/manufacturer relationships. It offers tangible benefits, and its potential is apparent to leading retailers and manufacturers alike....

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Colin Buckingham

Company: Nielsen

June 15, 1993

The determinants of MKIS usage

While the literature provides considerable guidance about the factors and conditions that influence the use of computers and management information systems, far less is known about the factors and conditions that lead to the use of marketing...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Sanjay Seth, Roderick J. Brodie, Don Scott

June 15, 1993