Please contact us and we would be happy to give you access to
our collection of articles on topics such as Kano Modeling,
brand management, customer satisfaction, qualitative research
including the laddering technique, an overview of B2B research,
and many other topics.
"How Customers Decide." Annual CASRO Journal,
published by the Council of American Survey Research Organizations.
"How to Win the 50+ Market: Study Brand Quality Perceptions."
Mature Market Report. (authored by James Alleborn)
"The Importance of Brand Equity." The President,
a publication of the American Management Association. (authored
by James Alleborn)
Research and Relationship Marketing
"Brand Equity, Customer Satisfaction, and
Other Strategic Measures." Jim Alleborn and George Puzey; Presented
at Advertising Research Foundation Brand Equity Workshop,
New York, NY.
"A Conjoint Technique - simple, inexpensive, and can be administered
by phone" Presented at the EPRI (Electric Power Research Institute)
Annual Conference, Washington D.C.
"The Relationship of a Brand's Quality (Value) to a Brand's Sales,
Profitability, and Stock Market Performance." Presented at Advertising
Research Foundation Building Brand Equity - The Lead Role of Research
in Managing the Power of Brands, New York, NY.
"Techniques for Measuring Brand Equity." Presented at 24th
Annual Midwest Marketing Research Conference, Chicago, IL.
"Creating Brand Differentiation: The Key to Your Success and Category
Growth." Presented at Private Label Penetration, Institute
for International Research, New Orleans, LA.
"Determining How to Perform a Brand Equity Profile." Presented
at Brand Marketing Forum, Institute for International
Research, New Orleans, LA.
"Exploring Brand Equity." Presented at Newspaper Association
of America Research Conference, Orlando, FL.
"How to Successfully Use International Marketing, Communications,
and Public Relations." Presented at Travel Industry Association
of America, Baltimore, MD.
"How Are You Doing? Tracking Your Brand Marketing Efforts to Benchmark
Your Success." Presented at Brand Marketing Forum, Institute
for International Research, San Francisco, CA, and New York, NY.
"What Makes a Great Brand Great?" Presented at Marketing Science
Institute, Global Branding Conference, Milano Italy.
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