Marketing Strategy

Marketing Strategy Category

Children’s Television Advertising

November 21, 2017

In the early 1970s when there were cries for an outright ban of all advertising to children, the Federal Trade Commission introduced and strictly implemented the Action for Children’s Television (ACT). During this time, Children’s Television Advertising was written by Thomas E. Barry. This work put together most of the research of the time and presented it in one volume on children’s television advertising, of investigation, and enforcement in the field of marketing at a time when the ACT was enforced.

Combined Proceedings: 1971 Spring and Fall Conferences

December 14, 2017

Erik Rostad

Combined Proceedings: 1971 Spring and Fall Conferences is edited by Fred C. Allvine. This combination volume contains papers presented from two main sections — Relevance in Marketing: Problems, Research, Action; and, Marketing in Motion: Where the Action Is. The papers represent the diverse approaches employed in the study of marketing. One major group of papers deal with relevance in marketing education. There are several papers marketing management practices and processes. The last major grouping is concerned with application of quantitative and behavioral concepts to marketing.

Competitive Structure in Retail Markets: The Department Store Perspective

November 15, 2017

Erik Rostad

Competitive Structure in Retail Markets: The Department Store Perspective is a revised compilation of papers resulting from a retailing workshop in New York City in April 1979. Stampfl and Hirschman reviewed and edited these papers written by the top names in the field and presented jointly from the American Marketing Association and the New York University’s Institute of Retail Management. These proceedings focus on different ways to address the department store competition with a variety of other stores, as well as the ways and means of improving department stores. The proceedings are a historical perspective describing the role of department stores in retailing in the 1970s.

Consumer Panels

November 6, 2017

Erik Rostad

Consumer Panels provides a comprehensive overview of the use and history of consumer panels for marketing research. This convenient guide offers a breakdown of the panel process, including gathering data, recruiting panel members, and the use of panel services. The topics discussed include:

Recruiting and compensating panel households, including forms to be used, frequency of data collection, and a comparison of panels versus recall data
Conditioning, or the effects of panel participation on household behavior and their effects on trends in general purpose panels.
The cost of operating a panel, where information is available, and the magnitude of these costs relative to one-time surveys.
Produced by esteemed market researchers, Seymour Sudman and Robert Ferber, Consumer Panels focuses on the advantages of panels rather than surveys. For businesses weighing the benefits of panels versus one-time surveys, this guide will provide the guidelines necessary to reach the most cost efficient and informative decision.

Chapter 1, Introduction
Consumer panels, sample survey, panel study, data collection, static panels, dynamic panels, conditioning effects, panel technique, panel operations, purchasing patterns, consumer behavior

Chapter 2, Uses of Consumer Panels
Nondurable consumer goods, panel operations, market data, consumer characteristics, market segmentation, brand loyalty, brand switching, panel data, Fourt-Woodlock model, Penetration model, repeat purchase prediction, purchase cycles, repeat purchase rate, media usage, advertising, research methods

Chapter 3, Consumer Panel Sampling
Sample design problems, sample method, stratification, clustering, sample biases, mail panels, panel households, purchase panels, purchasing behavior, one-time survey, panel weighting, sampling variances, brand volume, consumer expenditure panels, data quality, panel recruiting

Chapter 4, Data Collection Methods for Consumer Panels
Panel members, data collection, compensation, recall surveys, panel organization, panel recruiting, face-to-face recruiting, field representatives, phone recruiting, panel maintenance, diary formats, Empirical Reporting model, product diary

Chapter 5, Conditioning of Consumer Panels
Conditioning effects, panel operators, purchase behavior, panel households, behavior diary, panel cooperators, panel noncooperators, special stimuli, general purpose panels, ongoing panel

Chapter 6, Data Processing and File Maintenance of Panel Data
Panel data, data file, codebook, cooperation file, panel household, data projection, projection system, purchase data file, file preparation

Chapter 7, The Costs of Operating a Panel
Consumer panel, compensation, panel operating costs, data processing, file maintenance, panel data collection, report preparation, cooperation rate, cost comparisons

Chapter 8, Choosing a Consumer Panel Service
Consumer panel techniques, consumer panel services, static panel, dynamic panel, continuous purchase panels, product-testing panel, copy-testing panel, purchase figures, sample data, panel operator, comparable purchase estimates

Creativity in Services Marketing: What’s New, What Works, What’s Developing

November 28, 2017

Erik Rostad

Creativity in Services Marketing: What’s New, What Works, What’s Developing was edited by M. Venkatesan, Diane M. Schmalensee, and Claudia Marshall. This volume contains a selection of papers presented at the 4th Annual Services Marketing conference in 1985 that reviews the colonial phase of services marketing with the importance to attract more people into services marketing research and encourage them to apply the skills and techniques developed for other areas to services. The papers contain talks on: managing services marketing; understanding services customer; corporate culture and internal marketing; the Four Ps of marketing; industry-specific topics; and research issues, methodology and literature.

Designing a Winning Service Strategy: 7th Annual Service Marketing Conference Proceedings

November 28, 2017

Erik Rostad

Designing a Winning Service Strategy was edited by Mary Jo Bitner and Lawrence A. Crosby. This work is a collection of papers presented at the Annual Services Marketing Conference in 1989. The papers are organized around four basic steps necessary in designing services strategy: the analysis, formation, and evaluation of services strategy; analytical methods, techniques, and the role of research; strategy implementation and organization; and monitoring satisfaction, quality, and performance. Also featured is a presentation from a pre-conference workshop titled, Research in Services Marketing: Where It’s At and Where It’s Going: A Review on Services Marketing Research from the 1990s perspective.

Diffusing Marketing Theory and Research (The Contributions of Bauer, Green, Kotler, and Levitt)

November 28, 2017

Erik Rostad

Diffusing Marketing Theory and Research was edited by Alan R. Andreasen and David Morgan Gardner. These proceedings are a collection of papers presented at the 10th Paul D. Converse Symposium in 1978. This volume contains presentations by three of the four award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: the late Raymond A. Bauer for Consumer Behavior as Risk Taking; Paul E. Green for his long series of publications on Bayesian and Multivariate Analysis; Philip Kotler for Marketing Management and other articles extending the domain of marketing; and, Theodore Levitt for his book Marketing Myopia.

Dynamic Marketing for a Changing World: Proceedings of the 43rd National Conference of the American Marketing Association

December 14, 2017

Erik Rostad

Dynamic Marketing for a Changing World edited by Robert S. Hancock is a proceeding compilation of the 1960 National Conference of the AMA. The 52 topics discussed are broadly classified into five parts, excluding the special luncheon addresses. Markets and Market Problems in the Changing World discusses various marketing issues in specific verticals such as agriculture, goods and services, international marketing, and government relations. Marketing Management, Intelligence and Education addresses concerns of the topics stated in the title. Industrial Marketing involves detailed analysis on distribution channels, industrial buying decision, and sales forecasting. Marketing Research discusses research conducted in various stages such as product planning, new product development, advertising, consumer research, international marketing research, and incorporation of census data in marketing research. A collection of Special Interest Topics are also featured. This includes women as target audience, public utility marketing, and new product function.

Ecological Marketing

November 21, 2017

Erik Rostad

Ecological Marketing was edited by Karl E. Henion, II and Thomas C. Kinnear. This work presents edited versions of papers presented at the First National Workshop on the same topic in 1975. These papers were presented by practicing business executives, university researchers, and a Federal Administration official. They provide state-of-the-art information on the role of business, government, and consumers in dealing with the ecological problems that society faces.

Effective Marketing Coordination: Proceedings of the Forty-Fourth National Conference of the America

December 14, 2017

Erik Rostad

Effective Marketing Coordination was edited by George L. Baker, Jr. This work is a collection of proceedings from the 1961 National Conference of the AMA. These conference papers revolve around the theme of effective marketing coordination. Divided in five parts, the papers present the need and use of coordination in every dimension of marketing. The first part elaborates on coordination within marketing segments such as agriculture marketing, banking and finance marketing, defense marketing, pharmaceutical marketing, and public utility marketing. The second part explains the coordination needed during various stages of marketing planning for consumer and industrial goods and services. The third part explains coordination through control, i.e., while using controllable variables like advertising, packaging, and distribution. The fourth part is all about coordination through uncontrollable variables such as marketing regulation and business atmosphere. Finally, the volume explains the importance of coordination in marketing research be it government data or various form of research such as motivational, attitude, or operations. Also featured is an historic perspective of marketing in the 1970s.

Marketing Strategy

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