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 21st Century, below) |
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| Breaking down barriers: Reconstructing market research for the 21st Century, ESOMAR Congress 2006 |
If you are interested in this paper please contact ESOMAR or email info@brandenergyresearch.com |
Not Available |
| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| Managing the Brand for Outstanding Performance | Article that lays out some of the background thinking to the brand energy concept |
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| 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 |
Not Available |