Product / Brand Management

Product / Brand Management Category

Frontiers In Marketing Thought

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

Erik Rostad
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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.

Market Information And Research In Fashion Management

Market Information and Research in Fashion Management

Erik Rostad
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Market Information and Research in Fashion Management, edited by Elizabeth A. Richards and David Rachman, is a collection of papers presented at a symposium on market information and research in fashion management in 1976. These papers explore the possibility of systematic marketing management within the apparel manufacturing and retailing segment of the New York business communities in the late 1970s.

The proceedings are divided into three main sections: manufacturers, retailers, and marketing information. While the first two sections provide a first-person account on the problems and opportunities in the fashion business, the third section provides the technical aspects and advantages of using an marketing information system in fashion business.

New Product Development

New Product Development

Erik Rostad
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New Product Development, edited by J.O. Eastlack, Jr. and Jack Tinker & Partners, is a collection of papers that explores the processes of new product development prevalent in the late 1960s. Spread in five sections, this monograph explores the elements of new product success including identifying the opportunities, analyzing the consumer preference, showing the importance of product quality, and displaying the psychological factors for accounting the new product preference.

New Product Forecasting

New-Product Forecasting

Erik Rostad
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New-Product Forecasting presents fourteen foremost new product forecasting models. Predicting new product performance is one of the most challenging management issues. The market performance of a new product depends on a number of factors, including buyer behavior and satisfaction, as well as trade support and the competition’s reaction to the product. This work is an excellent reference tool for practitioners in the field concerned with the evaluation and selection of new product prediction models.

Problems In Canadian Marketing

Problems in Canadian Marketing

Erik Rostad
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Problems in Canadian Marketing is a collection of papers presented in the Second Triennial Canadian Marketing Workshop. Edited by Donald N. Thompson, the featured twelve papers discuss the 1980s perspective of socio-cultural aspects of Canada that form the essence of Canadian marketing, such as the unique problems in handling distribution in Canada, advertising and marketing research from Canada’s point of view, and Canadian public policy.

11th Converse Symposium

Proceedings of the 11th Paul D. Converse Symposium

Erik Rostad
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Proceedings of the 11th Paul D. Converse Symposium were edited by David M. Gardner and Frederick W. Winter. These proceedings were presented at the 1981 conference. 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: Robert Bartels for Marketing Theory and Meta Theory; James Engel for Consumer Behavior; Martin Fishbein for Belief, Attitude, Intention, and Behavior; and, Wendell Smith for Product Differentiation and Market Segmentation as Alternative Strategies.

The Changing Marketing Environment

The Changing Marketing Environment: New Theories and Applications, 1981 Educators’ Conference Proceedings

Erik Rostad
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The Changing Marketing Environment: New Theories and Applications is a collection of proceedings edited by Kenneth L. Bernhardt, Ira Dolich, Michael Etzel, William Kehoe, Thomas Kinnear, William Perreault, Jr., and Kenneth Roering. The volume contains 121 papers presented at 1981 Educators Conference. The papers are classified into 5 tracks: marketing management, buyer behavior, public policy, research methodology, and marketing education.

The Marketing Management Track contains papers reviewing the several aspects of marketing management with respect to the 1980s scenario. This includes subjects such as social marketing, usage of technology in marketing, product strategy, international marketing management, and retail marketing strategy.

The Buyer Behavior Track papers attempt to understand and review the behavior of consumers, their attitude and intention, the influence of family in decision making, brand preference, and consumer satisfaction as well as peer and group influence on consumers.

The Public Policy Track discusses the effectiveness and impact of using advertising and marketing to propagate public services. This also includes adhering rules laid by the government for such marketing practices. Topics cover issues such as advertising legal and medical services, energy conservation propaganda, elections and campaign finance, and influence of deceptive advertisements.

The Research Methodology Track reviews some popular marketing research models of the 1980s. The effect and scope of improvement in these models when used in micro-segment analysis, consumer preference analysis, time series analysis and competitive analysis are elaborated. The effectiveness of data collection methods such as mail surveys, telephonic surveys, personal data collection, and issues related to privacy and anonymity are also presented.

The Marketing Education Track contains papers relating to the academic side of marketing. These papers evaluate the educational practice and curriculum of the 1980s, and suggest the improvisation in terms of course content and teaching methods. The papers aim at infusing some intellectual medicine for tired professional blood.

The Economic Effects Of Franchising Cover

The Economic Effects of Franchising

Erik Rostad
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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 Marketing Revolution

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

Erik Rostad
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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.

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