Marketing Strategy

Marketing Strategy Category

Marketing Keys To Profits In The 1960s

Marketing Keys to Profits in the 1960’s

Erik Rostad
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Marketing Keys to Profits in the 1960’s was edited by Wenzil K. Dolva. This work is a compilation of papers presented at the Cleveland National Conference on marketing in 1959. The papers and discussions not only reflect the thinking of the times, but they record the state of marketing knowledge at the end of 1950s. Divided in seven parts, the papers are consolidated on the basis of Dolva’s comments, intellectuals’ expertise, marketing management, the consumer, industrial marketing, marketing research, and special interests such as bank marketing, insurance marketing, and credit cards.

Marketing Strategies For A Tough Environment

Marketing Strategies for a Tough Environment

Erik Rostad
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Marketing Strategy for a Tough Environment, edited by Peter J. LaPlaca and Newton Frank, is a collection of 46 papers presented at the 62nd annual gathering of American Marketing Association. The presenters were comprised of marketing professionals from a broad spectrum in the U.S. marketing industry. The papers are segmented into six parts viz., effects of government regulation in marketing, marketing communication, impact of energy in marketing decisions, scope of R&D in marketing, use of strategic planning in marketing, and marketing education — to present a wholesome view of marketing in the 1980s.

Marketing Strategies For The New Europe

Marketing Strategies for the New Europe: A North American Perspective on 1992

Erik Rostad
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Marketing Strategies for the New Europe: A North American Perspective on 1992 was written by John K. Ryans, Jr. and Pradeep A. Rau. This work speaks on the art of doing business in European countries after 27 nations from this continent came up with the European Community-1992 (EC-92), a single market trade policy that covers all these States. This monograph is a comprehensive guide to the EC-92 policy, its rules and regulations. This volume takes you through the entry strategies, financial arrangements and marketing structures of the European Union nations, the opportunities available in these nations post EC-92, and a word of caution on the European Market.

Marketing Through The Wholesaler

Marketing Through the Wholesaler/Distributor Channel

Erik Rostad
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This work gives insights into the ramifications of distribution by the wholesaler or distributor method. The book focuses on the manufacturer-distributor relationship, the freedom enjoyed by both as well as the mutual tendency to control the other. The characteristic of the wholesaler/distributor model, along with its goal and strategy, setting up the network, and marketing planning is explained in separate chapters.

Marketing 1776 to 1976 And Beyond

Marketing: 1776-1976 and Beyond, 1976 Educators’ Proceedings Series #39

Erik Rostad
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Marketing: 1776-1976 and Beyond was edited by Kenneth L. Bernhardt. This work is a collection of 1976 Marketing Educators conference proceedings. This massive collection of 126 papers, organized into five tracts: marketing management, research methodology, buyer behavior, macro-marketing, and marketing education which tracks the evolution of marketing over the centuries. Many papers are devoted to social issues, increasing teaching effectiveness, and public policy.

Minorities And Marketing

Minorities and Marketing: Research Challenges Full Book

Erik Rostad
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Minorities and Marketing is a collection of articles designed to further investigations and knowledge of minority marketing research. The primary focus is on the major unresolved issues and problems in the field. In its goal to present relevant methodologies and theories to deal with these issues, the text offers the following discussions:

  • Establishing specific fundamental propositions regarding consumer behavior to serve as the foundation for systematic analysis;
  • The changes and cause of changes in low-income commercial structures, with particular emphasis on the needs and opportunities for research;
  • An overview of public policy alternatives for change in the marketing system with reference to minority groups; and
  • A review of the relevant concepts regarding consumer credit decisions, paying particular attention to the question of whether there is a distinct low-income segment of credit users who differ form the general population.

With Minorities and Marketing, an invaluable contribution has been made to the study of consumer behavior and marketing research, particularly in regards to disadvantaged communities and buyers. This insightful and highly relevant text will prove to be a useful research tool for faculty and students of marketing research, consumer behavior, public policy, and economics.

Table of Contents
  1. Disadvantaged Consumers: Research Dimensions
  2. Structural Dynamics of the Ghetto Marketplace
  3. Competition and Economic Dualism in the Ghetto Marketplace
  4. Clothing, Race, and Consumer Decision Making
  5. Research Needs in Consumer Credit: The Problems of Low-Income and Minority Consumers
  6. Marketing System Performance and Minority Consumers: Public Policy Alternatives
Models Of Buyer Behavior

Models of Buyer Behavior Full Book

Erik Rostad
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Models of Buyer Behavior: Conceptual, Quantitative & Empirical

Discusses thorough and wide-ranging theories and models associated with differing aspects of buyer behavior from a team of marketing experts. Combines conceptual and theoretical basics of marketing discipline. Part 1 focuses on Armstrong’s views on the ideological and practical strategy of conducting research to substantiate concepts and a network of concepts that comprises a theory. Part 2 centers on the encompassing models of buyer behavior. Part 3 assimilates the extensive models of innovative behavior and adoption process. Part 4 consists of papers which provide models of consumer classification and market segmentation. Part 5 includes a theoretical analysis of the changes which are likely to emerge in buyer behavior theory and research.

Table of Contents

  1. Eclectic Research and Construct Validation
  2. A Theory of Family Buying Decisions
  3. Consumer Decision-Process Models
  4. Some Generalizations and Problems Regarding Consumer Problem Solving in Grocery Store Channels
  5. Microsimulating Consumer Behavior
  6. Information and Consumer Behavior
  7. Pattern Recognition in Stochastic Series
  8. Deriving an Empirically Testable Version of the Howard-Sheth Model of Buyer Behavior
  9. Confidence as a Validated Construct
  10. The Influence of Personal Communication on a Buyer’s Choice Criteria in the Salesman/Buyer Dyad
  11. Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources
  12. Food Shopping Behavior of Low-Income Households
  13. A Field Study of Attitude Strcuture and the Attitude-Behavior Relationship
  14. A Critical Examination of “Adoption Process” Models of Consumer Behavior
  15. News Report: A Discussion of the Theory and Application of the Planning Portion of DEMON
  16. Group Characteristics and Aggregate Innovative Behavior: Preliminary Report
  17. New Product Diffusion: The Interplay of Innovativeness, Opinion Leadership, Learning, Perceived Risk, and Product Attributes
  18. Repeat Buying of a New Brand: A 10-Point Case History
  19. An Empirical Framework for Product Classification
  20. An Operational Framework for the Study of Consumer Typology and Process
  21. The Next Decade of Buyer Behavior Theory and Research
Multivariate Methods For Market And Survey Research Cover

Multivariate Methods for Market and Survey Research Full Book

Erik Rostad
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Multivariate Methods for Market and Survey Research is a graduate level book about different applications of methods in marketing research. It is a collection of papers from top names in the field of marketing and survey research. This collection discusses subjects from conjoint measurements and latent structure analysis to AID analysis, as well as further research areas related to these techniques.

Table of Contents

  1. What is Multivariate Analysis?
  2. Research Issues Underlying Multivariate Methods
  3. Predictive Validation of Multivariate Models: Regression vs. Trees
  4. Application of Regression Models in Marketing: Testing vs. Forecasting
  5. Discriminant Analysis and Predictive Classification
  6. Multiple Discriminant Analysis: Marketing Research Applications
  7. Multivariate Analysis of Variance
  8. Canonical Analysis in Marketing Research
  9. Canonical Correlation and Marketing Research
  10. Factor Analysis in Marketing
  11. Cluster Analysis of Marketing Data
  12. Cluster Analysis and its Applications in Marketing Research
  13. Latent Structure Analysis
  14. Nonmetric Approaches to Multivariate Analysis in Marketing
  15. Conjoint Measurement in Marketing Analysis
  16. Computerized Multivariate Methods
  17. Antecedant Condtions for Diffusion of Multivariate Methods
  18. Seven Commandments for Users of Multivariate Methods
New Product Development

New Product Development

Erik Rostad
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New Product Development, edited by J.O. Eastlack, Jr. and Jack Tinker & Partners, is a collection of papers that explores the processes of new product development prevalent in the late 1960s. Spread in five sections, this monograph explores the elements of new product success including identifying the opportunities, analyzing the consumer preference, showing the importance of product quality, and displaying the psychological factors for accounting the new product preference.

New Product Forecasting

New-Product Forecasting

Erik Rostad
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New-Product Forecasting presents fourteen foremost new product forecasting models. Predicting new product performance is one of the most challenging management issues. The market performance of a new product depends on a number of factors, including buyer behavior and satisfaction, as well as trade support and the competition’s reaction to the product. This work is an excellent reference tool for practitioners in the field concerned with the evaluation and selection of new product prediction models.