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Una nota sobre análisis conjunto
Joachimsthaler, Erich A.Technical Note MN-258MarketingUna de las metodologías más importantes en investigación comercial es el análisis conjunto. Esta técnica permite numerosas aplicaciones que ayudan a entender las preferencias de los consumidores. El análisis conjunto es versátil. Sus muchas aplicaciones incluyen múltiples objetivos, relacionados con el precio, diseño del producto, distribución, publicidad, análisis competitivo, etc. Más aún, estas técnicas han sido aplicadas a productos de consum...Starting at €8.20
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Nuevas formas de responder a las viejas preguntas: El análisis conjunto elimina la aleatoriedad de las decisiones de marketing del sector farmacéutico
Green, Paul; Joachimsthaler, Erich A.Technical Note MN-284MarketingCon la evolución de la investigación de marketing se dispone actualmente de técnicas que permiten evaluar con exactitud las preferencias de los consumidores y sus compensaciones entre los distintos atributos de los productos. Dichas técnicas permiten asimismo simular resultados significativos, desde el punto de vista de la gestión, tales como el aumento y disminución de la cuota de mercado, del volumen de ventas y de los beneficios brutos. Esta e...Starting at €8.20
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Building Global Brand-consumer Relationships
Joachimsthaler, Erich A.Technical Note MN-294-EMarketingThis note provides a model for building global brand-consumer relationships using a brand-equity perspective. The model is applied to the Häagen-Dazs case illustrating how Grand Met has developed this strong global ice-cream brand in Europe since 1989.Starting at €8.20
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A Note on the European Timeshare Industry
Joachimsthaler, Erich A.; Pryce A. H.Technical Note MN-224-EMarketingTimeshare is one of the fastest growing sectors of the travel and holiday market, particularly in Europe. It is relatively fragmented industry, now shaking off its bad "cowboy developers" image and moving firmly away from the property investment arena into the holiday market.Starting at €8.20
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Marketing Metamorphosis: From Products to Brand to Consumers
Joachimsthaler, Erich A.Technical Note MN-292-EMarketingIn this note we describe how the balance of power has shifted from the manufacturer to the retailer and to the consumer over the last fifty years. As a consequence of this change in the balance of power, there is a need for a complete transformation of the practice of marketing.Starting at €8.20
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The Realization of Globalization: Restructuring the European Electrotechnical Industry
Joachimsthaler, Erich A.; Leppänen R.Technical Note MN-273-EMarketingThis note is an analysis and description of the roots of ASEA and Brown Boveri, their strengths and weaknesses; how the new company ABB was organized after the merger; and how it intends to achieve its goals as a borderless, global company.Starting at €8.20
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A Note on the Organizational Implications of Globalization
Helmstein, M.; Joachimsthaler, Erich A.; Leppänen R.Technical Note MN-281-EMarketingAs a result of recent changes in the global socio-economic environment and technological advances, managers of many large firms see an opportunity for increased integration and coordination of their businesses. This phenomenon is called globalization and is the topic of this paper. The latest theories and ideas relating to the globalization of business are discussed and applied through a comparison of four corporations that operate on a worldwide...Starting at €8.20
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Nota sobre el sector europeo de la multipropiedad
Joachimsthaler, Erich A.; Pryce A. H.Technical Note MN-224MarketingLa multipropiedad es uno de los sectores del mercado de viajes y vacaciones que está experimentando un crecimiento más rápido, especialmente en Europa. Es un sector relativamente fragmentado, que está consiguiendo desprenderse de su mala imagen de "promotores sin ley" y que está abandonando el terreno de las inversiones inmobiliarias para introducirse en el mercado de las vacaciones.Starting at €8.20
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New Ways to Answer Old Questions: Conjoint Analysis Takes the Guesswork Out of Pharmaceutical Marketing Decisions
Green, Paul; Joachimsthaler, Erich A.Technical Note MN-284-EMarketingNew developments in marketing research now provide the techniques required to accurately and precisely measure consumer preferences and the trade-offs consumers make between various product attributes, and beyond that to simulate managerially meaningful outcomes such as gains/losses in market share, sales volume, and gross profit. These new developments in marketing research represent a sort of second generation methodologies and refinements of t...Starting at €8.20