Subject Index
 

Companies like Unilever spend million of pounds a year on consumer research, and often more than they spend on advertising agency fees or advertising production. It is received wisdom that the start p ...

Identifying return on investment (ROI) has become increasingly important in the last few years, and as a process can actually help marketers in a number of ways, including making organisations more co ...

This paper examines the research industry from a business perspective in order to ask (and answer) some questions about the economics and business models underpinning the market research industry. It ...

Much has been written and spoken on how the research industry needs to adapt, about the quest for insight and about new competitive threats to the very existence of the research industry, whether from ...

Brand sales growth is essential for increasing profitability, but is hard to achieve for established brands in mature fmcg markets. Yet many brand managers unwittingly design plans that could work aga ...

Real-time information can help advertisers make changes to campaigns on the fly, respond quickly to changes in the market, and produce a more accurate reflection of ROI. Despite this, however, the met ...

Forecasting should be a critical element in the strategic planning arsenal, and a CMO who allows it to be marginalised by conflicting agendas or the marketing team's aversion to statistical analysis w ...

This paper argues that, to build a more effective framework for resource planning and allocation, CMOs need to first get their arms around what they know, what they think they know, and what they need ...

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benef ...

The paper presented here is an abridged and adapted version of an article by Pierre Berthon, Agnes Nairn and Arthur Money which appeared in Marketing Education Review, 13, 2 (Summer) 2003. The objecti ...

In this Viewpoint piece, Rowland Lloyd responds to the article 'Client-driven change: the impact of changes in client needs on the research industry' (IJMR, 48, 4) by Simon Chadwick, where it was argu ...

In this Viewpoint piece, Bernice Hardie responds to the article 'Client-driven change: the impact of changes in client needs on the research industry' (IJMR, 48, 4) by Simon Chadwick. While agreeing w ...

Research has identified that after 40 years of discussion the use of the salesforce as a source of market information is relatively widespread in business-to-business organisations, but that the major ...

The Ehrenberg-Bass Institute, established in March 2006, celebrates the work of two pioneers in marketing science. This article explains why empirical science is necessary for marketing and why market ...

This paper argues that the speed with which consumer insights and information can now be fed back to managements are now much faster than they used to be, even on a daily basis, but that this has not ...

Historically, changes in the market research industry have been driven by the needs and wants of clients. During the 1990s, a huge number of mergers and acquisitions led to vast changes on the supply- ...

The goals of research generation are to provide the right information to make an informed decision, and educating an organisation on key issues, where existing information is not available. Locating, ...

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations. It argues that decisions are made by people, not organisations. Pe ...

Do researchers really want to be the pro-active, consultant level professionals that they so often claim? Or are they actually happier in a reactive role, applying their professional skills to meet th ...

Changes in the business, firm and managerial environment are increasing the pressures on managers to make more and better decisions, yet such managers have less time and possibly less information avai ...

Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it dif ...

The consumer research industry is focused on 'doing research', but not necessarily on 'transferring and disseminating' research outcomes inside organizations. Several variables affect how well researc ...

This paper describes Heineken’s implementation of a universal marketing and measurement procedure. Having developed a new fact-based management and measurement style encapsulated in the form of a Bra ...

This paper focuses on why the traditional consumer insights model fails to deliver the greatest need of modern CEOs - namely, 'how do I get the consumer at the heart of my business to drive a competit ...

Offers suggestions to help marketers in the difficult process of measurement for accountability. First, it is essential to realise, and admit, that not everything is possible: included here are issues ...

Argues the case for companies to use Marketing Resource Management (MRM) software to help achieve marketing accountability. MRM comprises three types of marketing solutions: to drive marketing efficie ...

A panel of four industry experts discuss innovation, and how they use it in their marketing plans. The panel members represent Pepsi-Cola North America, KFC Corporation, Motorola Inc. and Xerox Corpor ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Discusses the growth of RFID (Radio Frequency Identification) technology: what it is, how it can be used by marketers and retailers, the ethical and privacy considerations surrounding its use, and how ...

Marketing’s credibility suffers from beliefs that its profitability cannot be calculated. Generalising from success stories and relying on `marketing metrics’ such as awareness, preference or satisfac ...