Marketing Theory

Marketing Theory Category

1971 Spring And Fall Conferences

Combined Proceedings: 1971 Spring and Fall Conferences

Erik Rostad
0 customer reviews

Combined Proceedings: 1971 Spring and Fall Conferences is edited by Fred C. Allvine. This combination volume contains papers presented from two main sections — Relevance in Marketing: Problems, Research, Action; and, Marketing in Motion: Where the Action Is. The papers represent the diverse approaches employed in the study of marketing. One major group of papers deal with relevance in marketing education. There are several papers marketing management practices and processes. The last major grouping is concerned with application of quantitative and behavioral concepts to marketing.

Consumer Panels

Consumer Panels

Erik Rostad
0 customer reviews

Consumer Panels provides a comprehensive overview of the use and history of consumer panels for marketing research. This convenient guide offers a breakdown of the panel process, including gathering data, recruiting panel members, and the use of panel services. The topics discussed include:

  • Recruiting and compensating panel households, including forms to be used, frequency of data collection, and a comparison of panels versus recall data
  • Conditioning, or the effects of panel participation on household behavior and their effects on trends in general purpose panels.
  • The cost of operating a panel, where information is available, and the magnitude of these costs relative to one-time surveys.
  • Produced by esteemed market researchers, Seymour Sudman and Robert Ferber, Consumer Panels focuses on the advantages of panels rather than surveys. For businesses weighing the benefits of panels versus one-time surveys, this guide will provide the guidelines necessary to reach the most cost efficient and informative decision.

Table of Contents

Chapter 1, Introduction
Consumer panels, sample survey, panel study, data collection, static panels, dynamic panels, conditioning effects, panel technique, panel operations, purchasing patterns, consumer behavior

Chapter 2, Uses of Consumer Panels
Nondurable consumer goods, panel operations, market data, consumer characteristics, market segmentation, brand loyalty, brand switching, panel data, Fourt-Woodlock model, Penetration model, repeat purchase prediction, purchase cycles, repeat purchase rate, media usage, advertising, research methods

Chapter 3, Consumer Panel Sampling
Sample design problems, sample method, stratification, clustering, sample biases, mail panels, panel households, purchase panels, purchasing behavior, one-time survey, panel weighting, sampling variances, brand volume, consumer expenditure panels, data quality, panel recruiting

Chapter 4, Data Collection Methods for Consumer Panels
Panel members, data collection, compensation, recall surveys, panel organization, panel recruiting, face-to-face recruiting, field representatives, phone recruiting, panel maintenance, diary formats, Empirical Reporting model, product diary

Chapter 5, Conditioning of Consumer Panels
Conditioning effects, panel operators, purchase behavior, panel households, behavior diary, panel cooperators, panel noncooperators, special stimuli, general purpose panels, ongoing panel

Chapter 6, Data Processing and File Maintenance of Panel Data
Panel data, data file, codebook, cooperation file, panel household, data projection, projection system, purchase data file, file preparation

Chapter 7, The Costs of Operating a Panel
Consumer panel, compensation, panel operating costs, data processing, file maintenance, panel data collection, report preparation, cooperation rate, cost comparisons

Chapter 8, Choosing a Consumer Panel Service
Consumer panel techniques, consumer panel services, static panel, dynamic panel, continuous purchase panels, product-testing panel, copy-testing panel, purchase figures, sample data, panel operator, comparable purchase estimates

Creativity In Services Marketing

Creativity in Services Marketing: What’s New, What Works, What’s Developing

Erik Rostad
0 customer reviews

Creativity in Services Marketing: What’s New, What Works, What’s Developing was edited by M. Venkatesan, Diane M. Schmalensee, and Claudia Marshall. This volume contains a selection of papers presented at the 4th Annual Services Marketing conference in 1985 that reviews the colonial phase of services marketing with the importance to attract more people into services marketing research and encourage them to apply the skills and techniques developed for other areas to services. The papers contain talks on: managing services marketing; understanding services customer; corporate culture and internal marketing; the Four Ps of marketing; industry-specific topics; and research issues, methodology and literature.

Designing A Winning Service Strategy

Designing a Winning Service Strategy: 7th Annual Service Marketing Conference Proceedings

Erik Rostad
0 customer reviews

Designing a Winning Service Strategy was edited by Mary Jo Bitner and Lawrence A. Crosby. This work is a collection of papers presented at the Annual Services Marketing Conference in 1989. The papers are organized around four basic steps necessary in designing services strategy: the analysis, formation, and evaluation of services strategy; analytical methods, techniques, and the role of research; strategy implementation and organization; and monitoring satisfaction, quality, and performance. Also featured is a presentation from a pre-conference workshop titled, Research in Services Marketing: Where It’s At and Where It’s Going: A Review on Services Marketing Research from the 1990s perspective.

Diffusing Marketing Theory And Research

Diffusing Marketing Theory and Research (The Contributions of Bauer, Green, Kotler, and Levitt)

Erik Rostad
0 customer reviews

Diffusing Marketing Theory and Research was edited by Alan R. Andreasen and David Morgan Gardner. These proceedings are a collection of papers presented at the 10th Paul D. Converse Symposium in 1978. This volume contains presentations by three of the 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: the late Raymond A. Bauer for Consumer Behavior as Risk Taking; Paul E. Green for his long series of publications on Bayesian and Multivariate Analysis; Philip Kotler for Marketing Management and other articles extending the domain of marketing; and, Theodore Levitt for his book Marketing Myopia.

Doctoral Programs In Marketing

Doctoral Programs in Marketing

Erik Rostad
0 customer reviews

Doctoral Programs in Marketing was edited by James E. Littlefield and Donald L. Shawver. This work is based on a workshop held at the University of North Carolina in 1976. Written with a distinct oral flavor, this work is an idea generator for people who teach marketing doctoral students. This volume intends to contribute to marketing schools that train doctoral students as well as monitor their programs carefully and continuously.

Emerging Concepts In Marketing

Emerging Concepts in Marketing: Proceedings of the Winter Conference of the American Marketing Association

Erik Rostad
0 customer reviews

Emerging Concepts in Marketing was edited by William S. Decker. This work contains proceedings of the 1962 Winter Conference. Major emphasis of the papers is on the direction in which marketing is headed in the 1960s. The papers discuss advanced thinking and exploration of new concepts developed largely through industry and university research on market planning and the influence of behavioral sciences on marketing.

Enhancing Knowledge Development In Marketing

Enhancing Knowledge Development in Marketing: Perspectives and Viewpoints

Erik Rostad
0 customer reviews

Enhancing Knowledge Development in Marketing: Perspectives and Viewpoints was edited by P. Rajan Varadarajan and Anil Menon. This monograph brings together the thoughts and concerns of some of the leading marketing academics and practitioners on the issue of knowledge development and knowledge use within the marketing discipline. Also included are selected papers presented at special sessions on enhancing knowledge development in marketing at the 1989 AMA Summer Marketing Educators Conference.

Franchising The State Of The Art

Franchising: The State of the Art

Erik Rostad
0 customer reviews

Franchising: The State of the Art is a detailed yet brief analysis of the growth and impact of franchising in the American business community.  Renowned author, Donald Hackett, fills the gap left in literature which focuses on the pervasiveness of franchising in business.  Real world examples of franchising are examined in three primary ways:

  1. First, an overview is provided tracing the origin and growth of franchising as a channel system;
  2. Second, the advantages and limitations of franchising as a channel alternative are compared to classical channel selection criteria; and,
  3. Lastly, the major trends influencing franchising today, such as the legal environment and ownership trends.

Produced with the assistance of the American Marketing Association, Franchising: The State of the Art is a concise, thorough examination of the evolution and impact of franchising.  This monograph will prove an invaluable tool to students and practitioners of marketing research, advertising, and economics.

Table of Contents

  1. Franchising:  An Overview
  2. Managerial Aspects of Franchising
  3. Trends in Franchising
Frontiers In Marketing Thought

Frontiers in Marketing Thought: Contributed Papers, Conference of The American Marketing Association

Erik Rostad
0 customer reviews

Frontiers in Marketing Thought was edited by Stewart H. Rewoldt. This work contains papers presented at the Conference of American Marketing Association in 1954. The papers focus on the content of broadly based marketing concepts rather than how to teach marketing perspective. Designed specifically for marketing teachers, the papers also aid other marketing personnel by providing insights on physical handling, discount selling, value added marketing, branding, motivation research, and a comprehensive round up on research in marketing.