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Publications Store - GMR 2012
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking.
Global Market Resarch 2012 is the 24th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
Research Papers
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ESOMAR's Research Papers are conference presentations from world's leading marketing, advertising and market research professionals. EUR 15.00 |
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17.04.2012 How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates “star” brands at all market levels?... |
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18.09.2011 The prevailing celebration of technology-enabled access to “raw” consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and... |
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20.03.2011 Striving for simplicity itself is nothing new. However, what has changed is the level of distraction in the current age. Within this context it is now difficult for decision makers to see the... |
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09.04.2008 Of heads and hearts and cultures apart! Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication... |
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19.09.2007 The market research industry spends a great deal of time and effort to understand how their clients’ consumers make decisions – what needs their clients’ products satisfy, what... |
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10.05.2006 Making global innovation work for global companies While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much... |
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08.05.2006 Unravelling the diversity of the Indian market India is, unequivocally, a diverse country. This paper takes a geographic zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most... |
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19.03.2006 The world is looking intensely at Asia today, as it moves rapidly towards becoming not only the world's largest producer and consumer, but also the largest productive workforce. Marketers and policy... |
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08.02.2006 The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study. This paper addresses some of the misconceptions/gaps the authors have... |
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21.09.2005 The premise of this presentation is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow... |
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