Marketing Theory

Marketing Theory Category

Social Indicators And Marketing

Social Indicators and Marketing

Social Indicators and Marketing was edited by Robert L. Clewett and Jerry C. Olson. This work is a collection of papers presented at 1972 and 1973 conferences focusing social indicators in context of marketing and business. Fifteen papers are organized in two main parts: social indicators and business response to social values. Part I examines social indicators and their usefulness to marketing and business in general. Part II explains how businesses are responding to changing social values and the tools that can be developed to guide their responses.

Straight Talk About Attitude Research

Straight Talk About Attitude Research

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

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

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 Design Of Research Investigations

The Design of Research Investigations

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 Cover

The Economic Effects of Franchising

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.


Table of Contents

  1. Introduction
  2. Summary and Conclusion
  3.  The Structure of the Fast Food Franchising Industry
  4. The Fast Food Franchisee:  Characteristics, Recruitment, Installation, and Training
  5. The Operation of Fast Food Franchised Business
  6. Minority Participation in Franchising
  7. The Fast Food Franchise Agreement
  8. Commentary on Fast Food Franchise Agreements
  9. Convenience Grocery and Laundry/Dry Cleaning Franchising
  10. Research and Design Methods
The Effect Of Information On Consumer And Market Behavior

The Effect of Information on Consumer and Market Behavior

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

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 Services Challenge Integrating For Competitive Advantage

The Services Challenge: Integrating for Competitive Advantage

The Services Challenge: Integrating for Competitive Advantage, edited by John A. Czepiel, Carole A. Congram, and James Shanahan, is a collection of papers presented by firms and individuals working in the services industry at the Fifth Annual Services Marketing Conference in 1987. The papers are devoted to the concept of integration as the unifying force in successful service firms. This includes coordination within the firm, unity of purpose and action in the services industry, integration of elements of the marketing mix, and integrating theory with practice.

The Use Of Sampling In Marketing Research

The Use of Sampling in Marketing Research

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.
Theoretical Developments In Marketing

Theoretical Developments in Marketing

Theoretical Development in Marketing, edited by Charles W. Lamb, Jr. and Patrick M. Dunne, is a part of proceeding series published by the American Marketing Association. This work is a collection of 65 papers which were presented at the Special Educators Conference held in Phoenix during February 1980. Spread across 23 chapters that begins with a retrospective of Wroe Alderson – the father of marketing theory, these papers examine the niche areas of marketing such as pricing, distribution, channels, customer satisfaction, promotion, and sales management, as well as the marketing system in total, besides a special focus on the interrelationships of various marketing components.