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Papers and Articles

Marketing/market research

Title	Description	Download
Reconstructing Research for the 21st Century, Research World, December 2006 published by ESOMAR www.esomar.org	Greatly summarised version of ESOMAR paper (see Breaking Down Barriers:Reconstructing Research for the 21^st Century, below)

Breaking down barriers: Reconstructing market research for the 21st Century, ESOMAR Congress 2006	Argues that market research practices have evolved the way they have for historical reasons but they have lost touch with leading edge business thinking and therefore need to be reconstructed to meet 21^st century needs If you are interested in this paper please contact ESOMAR email papers@brandenergyresearch.com	N/A

Understanding Brand Energy, Paper presented to the Admap/WARC 7th Annual Advertising Research Seminar, London 21 October 2004	Argues for a new way of looking at research for advertising evaluation based on taking a holistic view of how the brand works

Using 'brand energy' to measure intangibles, Strategy Magazine, (Strategic Planning Society), Issue 5, August 2005	Explores the shift in business focus from profit generation to value creation and how to measure intangible drivers

Brand Energy: overcoming the Curse of the Silo Market Leader Winter 2003 (pb. Mar 2004)	Why and how marketing has to shift its thinking to become more relevant to service industries including the public sector. If you are interested in this paper please email info@brandenergyresearch.com

Brand Energy: Managing and Understanding Brands Admap March 2004	Developing the case for holistic research into how brands are working If you are interested in this paper please email info@brandenergyresearch.com

Brand Energy: The New Marketing Concept eNuggets Issue 8-16 January 2004	Marketing needs to embrace a new way of thinking which includes other stakeholders and market researchers need to embrace more paradigms which are not essentially communications based

Managing the Brand for Outstanding Performance	Article that lays out some of the background thinking to the brand energy concept

Survey Research for Managers – How to Use Surveys in Management Decision-making Book published by Macmillan, 1988, republished in paperback, 1991	Book exploring how to apply research in different areas of business and government	N/A

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