Marketing Theory

Marketing Theory Category

Proceedings of the 16th Paul D. Converse Symposium

November 28, 2017

Proceedings of the 16th Paul D. Converse Symposium was edited by Abbie Griffin and Cele Otnes. These proceedings were presented at the 2004 conference. This volume contains presentations by 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: Richard P. Bagozzi for his work On the Evaluation of Structural Equation Models; Russell W. Belk for his various works on consumer research; John G. Lynch Jr. for his work on memory and judgment; and, Everett M. Rogers for Diffusions of Innovations.

Proceedings: 1955 National Conference, Shroeder Hotel, Milwaukee, Wis.

December 14, 2017

Erik Rostad

June 15, 16, 17

The AMA Proceedings: 1955 National Conference contains proceeding papers presented at the 1955 National AMA Conference in Milwaukee. The papers are arranged in three sections according to the first, second, and third day when the papers were presented. The papers address the road traveled thus far in the field of marketing, the problems and issues faced by the practitioners and academics in the 1950s, and a roadmap for the future.

Productivity in Marketing

November 15, 2017

Erik Rostad

Productivity in Marketing is a production of the American Marketing Association as part of the Project of Measuring Marketing Productivity. Distinguished Professor Louis P. Bucklin, from the University of California at Berkeley, produced this text out of a culmination of essays and one working paper. This monograph addresses the difficult concept of accurate productivity measures, statistics designed to measure changes in the movement of goods and resources.

A definition of productivity, as well as an overview of the concept’s use and function in marketing activities;
The proper methodology for the measurement of productivity input and output, including several examples and formulas; and,
An analysis of the managerial and environmental forces which directly affect levels of marketing productivity.

Through this overview, the author demonstrates the importance of research into the productivity of marketing, as well as its validity in effective decision making. This monograph will prove a highly useful tool for managers of industrial organizations and government officials who deal with policy and decision-making.

Qualitative Research in Marketing

November 16, 2017

Erik Rostad

Qualitative Research in Marketing is one in a series of three monographs developed by the American Marketing Association focusing on various forms of marketing research. Assistant Professor Danny Bellenger offers a conceptualization and analysis of several qualitative research techniques that have remained prominent in the marketing community. The topics of discussion include:

A definition and evaluation of qualitative research as a business research tool;
An analysis of prominent techniques, such as focus group interviews, depth interviews and projective techniques; and,
Other aspects of qualitative research, such as sampling, current trends, and analysis.

The text was designed using both scholarly articles and interviews with experienced marketing researchers, blending theoretical and applied concepts. The ultimate goal is to encourage greater discussion and communication among researchers, as well as provide an evaluative tool for managers and consultants.

Research at the Top: Better Data for Organizational Policy Making

November 16, 2017

Erik Rostad

Research at the Top is a monograph produced by the American Marketing Association in a series focusing on various forms of marketing research. The authors, Gabriel and Betsy Gelb, are both experienced consultants and marketing researchers. In this monograph, they demonstrate how the creative application of marketing research can provide a factual foundation for determining business and marketing policies.

The topics of discussion include, but are not limited to:

The importance and relevance of marketing research among policy makers;
Incorporating research results into policy decision making; and,
Various approaches and techniques for evaluating and improving policy research.

The authors have provided a comprehensive overview of policy research to serve as a guide for business firms, marketing research agencies, and corporate settings. Through these discussions and real company case histories, the text demonstrates the importance of policy research and its findings to all levels of management.

Review of Marketing 1981

November 28, 2017

Erik Rostad

Review of Marketing 1981 is an anthology of 20 papers edited by Ben. M. Enis and Kenneth J. Roering. This work presents a review of developments in the marketing discipline in the 1980s. Written by eminent academics, the papers cover buyer behavior, marketing research and methodology, marketing theory, marketing management, and marketing environment.

Sales Forecasting

November 16, 2017

Erik Rostad

Sales Forecasting provides a detailed yet simplified guide for companies discerning appropriate forecasting models. This text was specifically designed to aid business decision-makers who have a need for forecasts, but are uncomfortable with the process. By addressing common problems, benefits, and disadvantages involved with each model, the text offers a simple formula for determining the appropriate forecasting model. The topics of discussion include:

Determining a forecasting model’s accuracy, consistency, accountability, and implementation;
Selection of a model based on required data (quantitative or qualitative) and how that data will be used; and,
What questions should be asked before choosing an appropriate model.

The various models of product forecasting are presented and analyzed in an informative yet easily accessible style that will prove invaluable for business owners, decision-makers, as well as marketing and economics students. Regardless of the size of the business or project, this guide provides simple step-by-step instructions to fully understand the selection and implementation processes involved with forecasting models.

Service Excellence: Marketing’s Impact on Performance

November 28, 2017

Erik Rostad

Service Excellence: Marketing’s Impact on Performance is a compilation of papers from the 8th Annual Services Marketing Conference held in 1989. These papers provide insights on five steps to service excellence. The five steps envisaged in this volume are: Service Blueprinting – this section answers the why, how, what, and hows of blueprinting; Managing Information – the papers under this section talk about the analyses employed in interpreting and maximizing the use of research data available, with the aid of technology; Communication – includes case study and techniques for formulating effective promotion and communication strategy; Sales Management – the papers discuss the art of optimizing effectiveness of sales force in a services industry, where the quantification is often intangible; Masterclasses – contains transcripts of a special set of lectures by eminent services marketing professionals on specific industry related subjects such as marketing information system for health maintenance organization, customer satisfaction through sales management, and unique service offering.

Services Marketing in a Changing Environment

December 13, 2017

Erik Rostad

Services Marketing in a Changing Environment was edited by Thomas M. Bloch, Gregory D. Upah, and Valarie A. Zeithaml. Bloch, Upal, and Zeithaml present papers that discuss the challenges and solutions in the field of service marketing stated by topmost executives in the leading service industries in the 1980s. They also present competitive papers from the 1980s about the varied disciplines in the field of service marketing, such as consumer behavior, marketing theory, and marketing research.

Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Experts

December 13, 2017

Erik Rostad

Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts was edited by Raymond P. Fisk, Stephen J. Grove, and Joby John. This anthology is an introspection by the scholars in the field of services marketing and management. Academic legends such as Valarie A. Zeithaml, Parsu Parasuraman, Leonard L. Berry, and Evert Gummesson present a self-critique on their works in services marketing and research.