| Description |
1 online resource (xxxv, 678 pages) : illustrations |
| Series |
ESOMAR world research publication |
|
ESOMAR world research publication.
|
| Contents |
Facilitating Decision-Making. Creating Maximum Value for the Client: Developing a New Strategic Role for Market Researchers / David V L Smith -- The Heart Transplant: Making a Difference to Organizations by Putting the Consumer at the Heart of the Business / Kristin Hickey, Derek Leddie, David Jenkinson -- The Holistic Approach: Emphasizing the Importance of the Whole and the Interdependence of its Parts / Christine Blache, Karen Hofman -- Integrating Decision-making and Marketing Intelligence: The Roadmap to the Boardroom / Selim Oktar, Emre Erdoǧan -- Market Research: A New Generation on the Go / Corinne Rosinski -- The Operation was Successful but the Patient Died: Why Research on Innovation is Successful yet Innovations Fail / Omar Mahmoud -- When Good Researchers Go Bad : Cautionary Tales from the Front Lines / Stephen Needel -- Knowledge Management. Striking Gold in the Qualitative Mine: A New Approach to Build Vision and Generate Insight to Impact Business / Jem Wallis, Vanessa Briese -- Improving Honeywell's Market Research: Combining Online Surveys, Traditional Interviewing Techniques and Web-based Reporting / Karl G Feld, William K Stone -- Creating Competitive Intellectual Capital: The Henkel Case / Hans-Willi Schroiff -- Getting Research Noticed at the Corporate Top Table / Ioannis (John) Dimopoulos, Jonathan Rabson, Daryl Maloney McCall -- How to Ensure One Worldwide Heineken Brand Dashboard / Sjoerd Koornstra, Gert Jan de Nooij -- New Methodologies. Possibilities for Ethnographic Research: How to Raise the Validity of Findings and to Facilitate a Better and Deeper Understanding of your Products and Customers / Ji-Seun You, Edeltraud Kaltenbach -- Video ergo agnosco: From Observation to Insight / Nic Hall -- Build Strong Brands and Develop Communications: An Argument for Using Consumer Need States over Values / Michael O'Donohue, Tamsin Addison -- Cross-media Measurement: The New Medium Necessitates a New Approach to Marketing Mix Measurement / Rex Briggs -- Modelling. A New Generation of Brand Controlling: Evaluating the Effectiveness and Efficiency of the Complete Marketing Mix / Siegfried Högl, Oliver Hupp -- The Impact of Consumers' Commitment to Existing Brands on New Product Launch Strategies / Jan Hofmeyr, John Rice -- Predicting the Unpredictable: Agent-based Models for Marketing Research / David G Bakken, Roger A Parker -- Facilitating Diversity. Managing Global Brands to Meet Consumer Expectations / Malcolm Baker, Greet Sterenberg, Earl Taylor -- AudienceMeasurement in the 'Dual Economies' of Poor Countries: A Case Study from Pakistan / Ijaz Gilani, Mansoor Khan -- Jambo Africa: A Discussion on the Challenges and Diversity of Third World Research / Jill Barnes, Solveig Shapiro -- Best Practice Case Studies. Retail Innovation Learnings from a Segmented Shop Formula: Sunka / Lluís Martínez-Ribes, Xavier Roure -- How toMake Good Dough: Revitalizing your Product Portfolio by Understanding Consumer Needs / Pia de Wit, Sinéad Twomey -- Hide 'n' Seek: Driving Disruption in Skincare / Lyn McGregor, James Potocki -- Jack in the Tiffin-box: Unconventional Paths to New Product Idea Development / Sangeeta Gupta, Subhransu Rout, Farheen Romani -- Becoming Cultural Architects: How to Drive the Influence of Research on Company Culture / Paul Buckley, Hilary Perkins -- Show Me Your Home and I Will Tell YouWho You Are, or Building Homes Based on Consumers' Values and Lifestyles / Lena Gilchrist, Britt-Marie Eriksson, Olof Eriksson -- Market Research, Accountability, Outcome-focus and Service Standards in the Australian Government Public Sector: How Market Research has Significantly Improved the Reformation of the Australian Government Public Sector / Peter Bycroft, Catherine Argall, Natalie Wearne -- Research for Innovation: Fitting the Design Process at Philips Design / Monica Bueno, Lucile Rameckers |
| Summary |
MARKET RESEARCH BEST PRACTICE is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing research.
|
|
BUSINESS & ECONOMICS -- Marketing -- Research.
|
|
Marketing research
|
| Form |
Electronic book
|
| Author |
Mouncey, Peter.
|
|
Wimmer, Frank.
|
| LC no. |
2006036082 |
| ISBN |
9781119208815 |
|
1119208815 |
|
9780470319550 |
|
0470319550 |
|
1280838817 |
|
9781280838811 |
|
