Marketing Theory

Marketing Theory Category

Improving Inner City Marketing

Improving Inner-City Marketing

Improving Inner-City Marketing was edited by Alan R. Andreason. This work contains drafts that served as principal background documents for the 1970 conference on inner-city marketing. These proceedings focus on the marketing and distribution to the lowest income generation group, known as the inner-city audience. They discuss in detail the consumer problems, operating problems, and participation in inner-city markets.

Life Style And Psychographics Cover

Life Style and Psychographics Full Book

Life Style and Psychographics provides an opportunity to obtain a firm grasp of the emerging dimensions of life style and psychographic analysis. The specific applications, accomplishments, and research findings are fully discussed. Topics of discussion include:

  • Conceptual, measurement, and analytical problems in life style research
  • The role of psychographics in the development of media strategy
  • European developments in psychographics

This thoroughly detailed work is written by a variety of distinguished scholars, all drawn together by first-hand research and a firm belief in the value of life style and psychographic analysis. It will prove highly useful to market researchers and strategists, as well as students and faculty of business, economics, and management.


Table of Contents

  1. Psychographics and from Whence It Came
  2. The Development and Application of Psychographic Lifestyle and Associated Activity and Attitude Measures
  3. Construing Life Style and Psychographics
  4. Some Conceptual, Measurement, and Analytical Problems in Life Style Research
  5. The Role of Psychographics in the Development of Advertising Strategy and Copy
  6. Applications of Life Style Research to the Creation of Advertising Campaigns
  7. Life Style Analysis as a Basis for Media Selection
  8. Use of Psychographics in Analysis of Channels of Distribution
  9. Psychographics and Industrial Design
  10. Life Style: The Essence of Social Class
  11. European Developments in Psychographics
  12. The Second Generation of Market Segmentation Studies: An Audit Buying Motivation
  13. Life Style and Psychographics: Definitions, Uses, and Problems
Market Structure Analysis

Market Structure Analysis Full Book

Market Structure Analysis is a review of various technologies as they relate to a current conceptual model, called the behavioral market structure model. The purpose behind these technologies is to promote a greater understanding and usage of marketing structure in marketing planning. To reach this end, the following issues are discussed:

  • Multidimensional scaling and the four major types of measuring scales (nominal, ordinal, ratio, and interval);
  • Two approaches to deriving consumers’ utility functions for attributes and levels of attributes;
  • Stefflre’s approach to processes of perception, positioning, and product planning; and
  • The technique of benefit structure analysis, used to systematically search for needs in broadly defined markets.

With this collection of articles, the editors have provided an in-depth, thorough analysis of marketing structuring, measurement theory, and measuring scales. The research collected here will prove invaluable to students and scholars of marketing, as well as economists and business firms.

Table of Contents

  1. Structuring Markets
  2. Introduction to Scaling Methods for Product Positioning
  3. Positioning Using Multidimensional Scaling Techniques (MDS)
  4. Positioning Using Factor Analysis
  5. Positioning Using Discriminant Analysis
  6. Market Segmentation Using Multivariate Analysis
  7. Market Structure Studies SteffIre Process
  8. Benefit Structure Analysis
  9. Conjoint Measurement:  Multiple Trade-Off Analysis
  10. Epilogue:  Behavioral Market Structure Model
Marketing And The Quality Of Life

Marketing and the Quality of Life

Marketing and the Quality of Life was edited by Fred D. Reynolds and Hiram C. Barksdale. This work represents a set of proceedings presented at an AMA sponsored workshop in 1978. The papers explored, from a variety of perspectives, the conceptual and measurement problems involved in studying marketing and quality of life, as well as identified the areas required for research. These papers are divided in three parts: conceptual issues, measurement issues and integration, and needed research. They attempted to answer various questions pertaining to the quality of life as a criterion for marketing and consumer satisfaction.

Marketing Communications Theory And Research

Marketing Communications – Theory and Research

Marketing Communications: Theory and Research was written by Michael J. Houston and Richard J. Lutz. This work is a collection of papers presented at the AMA’s 1985 Winter Marketing Educators Conference. The papers reflect the diversity of thinking on a variety of topics such as issues, theories, research procedures, and individuals involved in marketing communications.

Marketing Concept In Changing Times

Marketing Concepts in Changing Times

Marketing Concepts in Changing Times was edited by Richard M. Hill. This work contains papers and remarks of those who participated in the 42nd National Conference of American Marketing Association. The papers present a historic perspective of marketing in the 1960s. The papers cover a wide range of topics such as international marketing, government’s role in marketing, marketing research, industrial marketing, marketing theory, marketing and sales education. The transcript of two panel discussions advertising education and sales education are also available. These discussions aim to close the gap between the academic and practical use of sales and advertising.

Marketing Expansion In A Shrinking World

Marketing Expansion in a Shrinking World: 1978 Business Proceedings, Series #42

Marketing Expansion in a Shrinking World was edited by Betsy D. Gelb. This work contains papers presented at the International Marketing Conference in 1968. It addresses the need for marketing practitioners to do more with less resource in a shrinking world, thanks to international trade and depleting mineral resources. The volume is divided into five sections: the Future of Marketing analyses the future in the perspective of marketing manager, researcher and the social role of marketing itself; the Changing and Shrinking World presents an overview of new age consumers such as working women, trade restriction and other external influence on marketing; Industrial Marketing Insights speaks on specific markets such as services market, capital goods market and touches on issues from non-manipulative selling to sales force integration; and, Improvements in Marketing Research is a review of research practices used in the 1970s with specific note on advertising research, industrial marketing research and social research.

Marketing Theory

Marketing Theory: Philosophy of Science Perspectives

Marketing Theory: Philosophy of Science Perspectives, edited by Ronald F. Bush and Shelby D. Hunt, is a collection of papers presented at the Third Special Conference on Marketing Theory held in Texas in February 1982. The papers cover six topics: philosophy of science, general theory, channels of distribution, consumer and industrial buyer behavior, macromarketing, and research methodology. The papers present theoretical structures of marketing discipline capable of generating hypotheses worthy of testing with techniques prevalent during the 1980s.

Marketing Maturing Discipline

Marketing: Maturing Discipline: Proceedings of the Winter Conference of the American Marketing Association

Marketing: a Maturing Discipline was edited by Martin L. Bell. This work is a compilation of proceedings of the 1960 Winter Conference. The papers detail the maturing aspect of marketing in terms of marketing technology, marketing theory, marketing responsibility, marketing education, and marketing research as separate chapters. The papers thoroughly dissect marketing maturity in lines with these concepts. The volume by itself is a step in creating a more matured marketing discipline.