Marketing Theory

Marketing Theory Category

Theory In Retailing

Theory in Retailing: Traditional and Nontraditional Sources

Erik Rostad
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Theory in Retailing: Traditional and Nontraditional Sources is a proceeding series edited by Ronald W. Stampfl and Elizabeth C. Hirschman. These papers were presented at a workshop held at New York University on April 24 and 25, 1980. The papers by retailing theoreticians present the latest theoretical concepts and applications of retail management and allied areas of marketing that was prevalent in the 1980s.

Trends In Consumer Behavior

Trends in Consumer Behavior

Erik Rostad
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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.

Winning Back Your Market

Winning Back Your Market

Erik Rostad
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Winning Back Your Market presents nine fundamental strategies for regenerating corporate efforts with tactical options for the service, consumer, and industrial sectors.

Each strategy demonstrates case histories of successful revitalization of services and products, or plans for putting into practice the strategic options.

Table of Contents

  1. Star-Making Strategies
  2. Entrenching the Existing Business
  3. Switching from End Users to Intermediaries
  4. Creating Mandatory Consumption
  5. Going International
  6. Broadening the Product Horizon
  7. Finding New Applications
  8. Finding New Situations
  9. Repositioning
  10. Redefining Markets
  11. Putting It All Together
Contemporary Views On Marketing Practice

Contemporary Views on Marketing Practice Full Book

Erik Rostad
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Contemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.

Table of Contents

Click any of the individual chapters listed below to purchase that chapter.

  1. Broadening the Concept of Marketing Still Further: The Megamarketing Concept
  2. A Normative Theory of Marketing Practice
  3. Marketing Theory and Application to the Modern Corporation
  4. Metamorphosis in Strategic Market Planning
  5. Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies
  6. Examining Marketing Strategy from a Contingency Perspective
  7. Marketing Strategy Implementation
  8. Brand Leverage: Strategy for Growth in a Cost-control World
  9. How Service Needs Influence Product Strategy
  10. Toward a Theory of New-Product Pricing
  11. Push and Pull Strategies in Industrial Markets: A Normative Framework
  12. Integrated Marketing Communications
  13. The New Electronic Media “Videotex”
Broadening Concept Marketing

Chapter 1: Broadening the Concept of Marketing Still Further

Erik Rostad
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Chapter 1

Broadening the Concept of Marketing Still Further proposes that since the 1980s, the market has reached a new, grand stage of evolution: the megamarketing stage. This broadening of the market has included covering non-profit organizations and using political scientists as part of market research. The benefits of this movement are monumental to schools, hospitals, churches and museums.

Contemporary Views On Marketing Practice

Chapter 2: A Normative Theory of Marketing Practice

Erik Rostad
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Chapter 2

A Normative Theory of Marketing Practice provides a normative framework for marketing practice theory. This is based on the assumption that the task of marketing practice is to create and retain positive market behavior. Because market activity is not always positive, it is necessary to assess where and how market predispositions are imbalanced.