Marketing Strategy

Marketing Strategy Category

Straight Talk About Attitude Research

November 22, 2017

Straight Talk About Attitude Research was edited by Joseph Chasin. This work consists of papers delivered at the 12th Annual Attitude Research Conference on 1981. The papers discuss a historical perspective of attitude research and its impact on advertising and marketing in the 1980s. Some papers highlight specific topics such as the attitude of women and children, consumer attitude on established brands, and the technique of imparting attitude research findings in creating advertisements.

The Broadening Perspective of Marketing: Proceedings of the Golden Triangle Conference of the America

December 14, 2017

Erik Rostad

The Broadening Perspective of Marketing was edited by Joseph C. Seibert. This work contains a set of papers presented at Golden Triangle Conference held at Pittsburgh in 1956. These papers present a historic perspective of marketing in the 1950s, from hopes, threats, regulation, consumers, technology, and the future. The discussions also touched upon specific issues such as high level consumption pattern, marketing plan for the suburbs, as well as the role of money and credit in marketing.

The Changing Marketing Environment: New Theories and Applications, 1981 Educators’ Conference Proceedings

December 14, 2017

Erik Rostad

The Changing Marketing Environment: New Theories and Applications is a collection of proceedings edited by Kenneth L. Bernhardt, Ira Dolich, Michael Etzel, William Kehoe, Thomas Kinnear, William Perreault, Jr., and Kenneth Roering. The volume contains 121 papers presented at 1981 Educators Conference. The papers are classified into 5 tracks: marketing management, buyer behavior, public policy, research methodology, and marketing education.

The Marketing Management Track contains papers reviewing the several aspects of marketing management with respect to the 1980s scenario. This includes subjects such as social marketing, usage of technology in marketing, product strategy, international marketing management, and retail marketing strategy.

The Buyer Behavior Track papers attempt to understand and review the behavior of consumers, their attitude and intention, the influence of family in decision making, brand preference, and consumer satisfaction as well as peer and group influence on consumers.

The Public Policy Track discusses the effectiveness and impact of using advertising and marketing to propagate public services. This also includes adhering rules laid by the government for such marketing practices. Topics cover issues such as advertising legal and medical services, energy conservation propaganda, elections and campaign finance, and influence of deceptive advertisements.

The Research Methodology Track reviews some popular marketing research models of the 1980s. The effect and scope of improvement in these models when used in micro-segment analysis, consumer preference analysis, time series analysis and competitive analysis are elaborated. The effectiveness of data collection methods such as mail surveys, telephonic surveys, personal data collection, and issues related to privacy and anonymity are also presented.

The Marketing Education Track contains papers relating to the academic side of marketing. These papers evaluate the educational practice and curriculum of the 1980s, and suggest the improvisation in terms of course content and teaching methods. The papers aim at infusing some intellectual medicine for tired professional blood.

The Conserver Society

November 22, 2017

Erik Rostad

The Conserver Society was edited by Karl E. Henion, II and Thomas C. Kinnear. This work contains 18 papers presented by eminent academics, government conservation specialists, and business leaders from Canada and the United States. These papers provide marketing personnel an insight on ecological marketing by providing an outlook on the conserver society, its consumers, their attitudes, the government regulation, new horizons in marketing such as recycling, energy conservation, energy generation from waste, and resource management.

The Design of Research Investigations

November 6, 2017

Erik Rostad

The Design of Research Investigations was assembled by Robert Ferber, Sidney Cohen, and David J. Luck to explore the marketing research methods in the 1950s. It was produced by the American Marketing Association primarily to discuss the function and value of research investigation. The reports focus on the role of marketing studies in experimental, historical, and inferential research approaches.

The Design of Research Investigations attempts to bring up to date and expand upon the former reports issued by the AMA Committee on Marketing Research Techniques from the years 1946 to 1949. The reports have been gathered to focus attention on problems in various phases of marketing research and provide criteria by which buyers and user of marketing research can evaluate research work. The topics discussed include:

The stages of implementing a research design broken into four major categories
The nature of the research design’s framework, including objectives, methods, time schedule, and administrative set-up
Numerous factors that will affect an investigation’s results or alter the analysis

The Economic Effects of Franchising

November 10, 2017

Erik Rostad

The Economic Effects of Franchising is based on a report generated for the United States Senate Small Business Committee in 1970 entitled, “Impact of Franchising on Small Business.”

This original report resulted in lengthy hearings of franchising issues and opportunities, focusing on the fast food industry. Ozanne and Hunt continued researching the focus of this work and completed their studies in 1971 to produce The Economic Effects of Franchising for Congress and the public. This work discusses, step by step, from researching the franchise and its characteristics, to signing a franchise agreement and training its employees, and the revenue generated to owning a franchise.

Introduction
Summary and Conclusion
The Structure of the Fast Food Franchising Industry
The Fast Food Franchisee: Characteristics, Recruitment, Installation, and Training
The Operation of Fast Food Franchised Business
Minority Participation in Franchising
The Fast Food Franchise Agreement
Commentary on Fast Food Franchise Agreements
Convenience Grocery and Laundry/Dry Cleaning Franchising
Research and Design Methods

The Effect of Information on Consumer and Market Behavior

December 13, 2017

Erik Rostad

The Effect of Information on Consumer and Market Behavior was edited by Andrew A. Mitchell. This work contains papers presented at a 1977 conference on the same theme. The papers consolidate the research and works of leading researchers from the areas of economics, consumer psychology, and public policy, with the focus on understanding the effect of information on consumer and market behavior. The section titled the Effect of Information on Market Behavior contains papers by economists. Papers by consumer psychologists are in the second section, the Effect of Information on Consumer Behavior. The third section, Information and Public Policy, contains papers on related public policy issues. A summary and discussion of the issues raised during the conference is presented in the final section.

The Marketing Revolution: The Proceedings of the Thirty-Seventh Congress of the American Marketing Association

December 14, 2017

Erik Rostad

The Marketing Revolution is a collection of 32 papers presented at the 37th National Conference of the AMA in 1955. These papers provide an important contribution to marketing knowledge by elaborating on a wide range of topics such as salesmanship, consumer behavior, brand loyalty, industrial advertising, and consumer information channels. There is also a very helpful case study on marketing policy determination in capital goods industry from a 1950s perspective.

The Use of Sampling in Marketing Research

November 16, 2017

Erik Rostad

The Use of Sampling in Marketing Research is a monograph produced by the American Marketing Association in a series intended to further the advancement of marketing science. Author William P. Dommermuth designed this text to serve laymen users of research by introducing the fundamentals of sampling in nontechnical language. The text speaks mainly in generalities while also including examples that pertain to specific marketing situations. The topics of discussion include:

Two types of analyses, estimation of parameters and testing of hypotheses, that are made based on sample results;
The two main classes of sampling, probability/random samples and nonprobablity/nonrandom samples; and,
A key statistic, the standard error, used in measuring sampling error and determining the adequate size of the sample.

Trends in Consumer Behavior

November 16, 2017

Erik Rostad

Trends in Consumer Behavior Research is one in a series of monographs produced by the American Marketing Association in order to establish marketing as a professional field, provide materials to assist educators, and encourage the continuous use and improvement of marketing techniques. This monograph provides a concise overview of the history, current state, and future potential of consumer research behavior. The author focuses on significant trends and their implications for future research. The topics discussed include:

The two basic types of consumer studies, which focus on either behavioral or psychological orientations;
The overall trends in consumer research as evident in descriptive, predictive, and explanatory research; and,
Exploring the phenomenon using the personality-product usage behavior research tradition.

This monograph has been created to serve as a tool for managers, marketing practitioners, and business owners concerned with stale decision information. In the quickly developing world of consumer research, Trends in Consumer Behavior Research provides an insightful and thoroughly researched guide to the complex and ever expanding field.

Marketing Strategy

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