Author: Vithala R. RaoPublisher:
ISBN:
Category :
Languages : en
Pages : 50
Book Description
Modeling the Decision to Add New Products by Channel Intermediaries
Author: Vithala R. RaoModeling the Decision to Add New Products by Channel Intermediaries
Author: Vithala R. RaoPublisher:
ISBN:
Category : New products
Languages : en
Pages : 34
Book Description
Report on the Federal Trade Commission Workshop on Slotting Allowances and Other Marketing Practices in the Grocery Industry
Author: Publisher: DIANE Publishing
ISBN: 1428952918
Category : Antitrust law
Languages : en
Pages : 79
Book Description
Building Models for Marketing Decisions
Author: Peter S.H. LeeflangPublisher: Springer Science & Business Media
ISBN: 146154050X
Category : Business & Economics
Languages : en
Pages : 642
Book Description
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Marketing, Technology and Customer Commitment in the New Economy
Author: Harlan E. SpottsPublisher: Springer
ISBN: 3319117793
Category : Business & Economics
Languages : en
Pages : 340
Book Description
This volume includes the full proceedings from the 2005 Academy of Marketing Science (AMS) Annual Conference held in Tampa, Florida, entitled Marketing, Technology and Customer Commitment in the New Economy. It include papers aimed to create awareness of the issues, trends, and advances associated with current global marketing challenges. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Management Information Systems
Author: Raymond McLeodPublisher: Pearson Educación
ISBN: 9789701702550
Category : Business & Economics
Languages : en
Pages : 698
Book Description
This text enjoys a strong loyalty among instructors who adopt it. Focusing on the role of managers within an organization, the text emphasizes the development of computer-based information systems to support an organization's objectives and strategic plans. The General Systems Model is, introduced in Chapter 6, and implemented throughout the rest of the text.
Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference
Author: Robert L. KingPublisher: Springer
ISBN: 331917049X
Category : Business & Economics
Languages : en
Pages : 407
Book Description
This volume includes the full proceedings from the 1991 Academy of Marketing Science (AMS) Annual Conference held in Fort Lauderdale, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, services marketing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Strategic International Marketing
Author: T C MelewarPublisher: Bloomsbury Publishing
ISBN: 0230356648
Category : Business & Economics
Languages : en
Pages : 336
Book Description
Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
The Routledge Companion to Contemporary Brand Management
Author: Francesca Dall'Olmo RileyPublisher: Routledge
ISBN: 1317751574
Category : Business & Economics
Languages : en
Pages : 818
Book Description
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
New Product Procurement
Author: Peter J. FredericksPublisher:
ISBN:
Category : New products
Languages : en
Pages : 102
Book Description