Marketing scales handbook; a compilation of multi-item measures for consumer behavior & advertising; v.4.
1587992051 Marketing scales handbook; a compilation of multi-item measures for consumer behavior & advertising; v.4. Bruner, Gordon C. et al. South-Western College Pub. 2005 842 pages $98.95 Hardcover HF5415 In contrast...

Boards must measure marketing effectiveness: it is surprising how many boards don't regularly see even the most basic marketing data. Do you know what the top three or four success metrics are for your company's marketing initiatives?
MARKETING IS CONSIDERED to be a discipline that requires creativity, intuition, and "out of-the-box" thinking. Marketing acumen is thought to stem from non-quantitative, right-brain, "soft" skills. In the past, marketers in firms with powerhouse brands were given sizable budgets to deliver memorable television advertising. There were few ways to...

The reality of brands: towards an ontology of marketing.
I Introduction Consumer goods, and particularly brands, are part of our common-sense world. Yet marketing, the discipline that studies these phenomena, has so far taken little notice of attempts to develop theories of domains of common-sense reality by investigating its own ontology. Received marketing theory...

Relationships between involvement and attitudinal loyalty constructs in adult fitness programs.
Introduction Research has repeatedly shown that one of the best marketing strategies is to maintain and increase participants' level of involvement and loyalty to the respective service. Participants' loyalty and involvement can be nurtured effectively by differentiated marketing strategies with compatible market segmentation (Backman & Crompton, 1991a, 1991b; Havitz,...

The modern missionaries: (or how choice and market forces are being imposed on consumers).
This article provides a personal view on the implications of the government's choice agenda (1) and draws heavily from the major programme of work the policy team at Which? undertook on choice. (2) Which? used its experience of traditional consumer sectors as 'benchmarks', and its knowledge of consumer and...

It's the elephant in the room--or is it?
There is a tale of four blind men who were led into a room with an elephant in it. The first man, who felt the elephant's leg, described it as a tree. The second man, who felt the ear, described it as an enormous fan. The third, who felt...

Business-level strategic choice in low market-share firms: an empirical analysis.
ABSTRACT The relationship between a firm's strategy and its performance is an important theoretical as well as pragmatic topic. Strategy is generally considered to have two components--a corporate level or product/market Choice; and a business level that focuses on the firm's resource deployment vis-a-vis the competition. ...

Housewares for the fashion-forward: the industry caters to the contemporary tastes of Generation Y.
From Britney Spears and Paris Hilton to the Simpson sisters and the Olson twins ... all the icons of disposable income and the most influential personalities in "celeb-reality" have one main commonality. They're 25 or younger and leading the charge for Generation Y purchase trends in categories ranging from...

Coldwell Banker joins the DR buyer's market: Charlie Young injects the 100-year-old real estate leader's marketing plans with new life thanks to direct response principles on TV and the Web.
Charlie Young says the rise of direct response marketing in the traditional corporate advertising world doesn't necessarily say much about the DR method itself. "It says more about the world of marketing today," says Young, the senior vice president of marketing at 100-year-old real estate leader Coldwell Banker Real...

Confronting the big boxes: competitive strategies for small businesses.
ABSTRACT The past quarter-century has witnessed the rise of the big box retail format and the subsequent decline of Main Street small businesses. Today's customers are demanding high-quality products at low prices, greater convenience, and a wide assortment of goods. Wal-Mart's competitive advantage lies in its ability...