Resources Library by ANA

To be or not to be durable

The Consumer Electronics Industry has worldwide arrived at a phase of reconditioning. Both manufacturers, consumers and the intermediate trade are confronted with Shakespeare's intriguing question mark: "To Be Or Not To Be?". Who will survive? There...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Nico van der Zanden

Company: Philips International

June 15, 1992

Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products

The paradigmatic concept of a brand is a name standing for a "virtual individual". Within this traditional approach, a multi-brand product carrying more than one brand is an antinomy, standing against the idea that a loyal consumer can trust the...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Stefan Oglesby

Company: LINK Institut für Markt- und Sozialforschung

June 15, 1992

The Gulf markets

This paper wants to stress that there are real opportunities for business in the 1990s in the Gulf markets. Cease those opportunities. But for success you need quality products, professional and effective marketing, preservarance, patience and some...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: Hussain M. Sultan

June 15, 1992

The challenges for agricultural market research in the united Germany

After the political and economic opening of Eastern Europe towards the West, many companies which wanted to become active in these new markets asked quite quickly for market data. If any qualitative or quantitative market data on farm structures,...

Catalogue: Seminar 1992: European Agriculture In Transition

Author: Karl-Georg Herbert

Company: Produkt + Markt GmbH & Co. KG

June 15, 1992

What mother never told you about market research

This paper shares my observations about the way we conduct market research. No longer is market research seen as the scientific arm responsible for solving business problems. We are now the "give me a number" group. Market research should be the...

Catalogue: Seminar 1992: European Agriculture In Transition

Author: Lewis H. Knickerbocker

June 15, 1992

Turning results into action

This paper will discuss a highly successful and cost-effective direct-marketing/image campaign at MCTs Central Division that returned $299,000 in monthly revenue in six months on an initial investment of $16,000. The program was the result of...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Debra L. Zahay

June 15, 1992

US trends in customer satisfaction and distribution

J.D. Power and Associates recently released its Vehicle Performance Study, the fourth of its five-phase owner satisfaction program. Other studies that comprise this program are the company’s well-known Customer Satisfaction with Dealer Service...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: James David Power

Company: JD Power

June 15, 1992

The image and the image improvement of farmers

Why is the chemical industry interested in the image of farmers? Haven't they got enough to cope with their own image? Doesn't the chemical industry have a worse image than agriculture? These questions arise when a man from the agrochemical industry...

Catalogue: Seminar 1992: European Agriculture In Transition

Author: Alfred Schmelder

June 15, 1992

What advertisers expect from TV audience research and what they actually get

To get us started on this workshop I propose to ask six basic questions to which I also propose some answers. I do not expect that all of you will necessarily agree with the suggestions and proposals I will be making, but that should certainly ensure...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: Mahmoud Aboul-Fath

Company: Procter & Gamble

June 15, 1992