Showing papers in "Journal of Marketing in 1986"
Abstract: Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and co...
2,071 citations
TL;DR: In this paper, the authors propose that adaptive selling is influenced by salespeople's knowledge of customer types and sales strategies as well as their motivation to alter the direction of their behavior.
Abstract: The authors propose that adaptive selling is influenced by salespeople's knowledge of customer types and sales strategies as well as their motivation to alter the direction of their behavior. Perti...
961 citations
TL;DR: In this paper, it is proposed that a firm's strategy and how it perceives environmental uncertainty can influence the need for R&D-marketing integration, and that factors related to organizational design and senior manage...
Abstract: It is proposed that a firm's strategy and how it perceives environmental uncertainty can influence the need for R&D–marketing integration. Factors related to organizational design and senior manage...
846 citations
TL;DR: The authors reviewed the work of significant humanities and social science scholars for their thoughts and theories about advertising's social and cultural consequences, in brief, they view adverti cation as a form of marketing.
Abstract: This article reviews the work of significant humanities and social science scholars for their thoughts and theories about advertising's social and cultural consequences. In brief, they view adverti...
656 citations
TL;DR: In this paper, a set of propositions is developed that focus on the competitive factors influeing high technology innovation among business organizations, focusing on the diffusion of high-technology innovation among organizations.
Abstract: This article takes as its central concern the diffusion of high technology innovation among business organizations. A set of propositions is developed that focuses on the competitive factors influe...
603 citations
TL;DR: The marketing concept has been misunderstood and misused over the years as mentioned in this paper and it is not obsolete nor is it the optimal managerial approach to marketing. The marketing concept is restated in a way that m...
Abstract: The marketing concept has been misunderstood and misused over the years. It is not obsolete nor is it the optimal managerial approach to marketing. The marketing concept is restated in a way that m...
588 citations
TL;DR: In this paper, the authors present a taxonomy of the many pricing strategies described in the literature, based on the simple proposition that all the strategies can be classified into three categories.
Abstract: The author reviews the field of pricing strategy and constructs a unifying taxonomy of the many strategies described in the literature. The taxonomy is based on the simple proposition that all the ...
375 citations
TL;DR: This article proposes an integrated product classification scheme that adds “preference” products to the conventional convenience, shopping, and specialty categories in terms of the effort and risk dimensions of price.
Abstract: This article proposes an integrated product classification scheme. It is argued that, in view of the 1985 definition of marketing, one classification for all products—goods, services, and ideas—is ...
357 citations
TL;DR: There have been a number of published measures of generalized consumer attitudes, perhaps the most familiar being the Index of Consumer Sentiment of the University of Michigan's Survey Research Cen....
Abstract: There have been a number of published measures of generalized consumer attitudes, perhaps the most familiar being the Index of Consumer Sentiment of the University of Michigan's Survey Research Cen...
233 citations
230 citations
TL;DR: This article found that when sellers explained failures of products they themselves offered, buyers tended to find fault with the products themselves offered and found fault in the failures of the products they were offered.
Abstract: Buyers and sellers read descriptions of a product failure and were asked to explain why it occurred. When sellers explained failures of products they themselves offered, they tended to find fault w...
TL;DR: The concept of symbiotic marketing was first proposed by Adler almost two decades ago as discussed by the authors, and an overview of its nature and scope and examines the environmental and organizational deve...
Abstract: The concept of symbiotic marketing was first proposed by Adler almost two decades ago. This study provides an overview of its nature and scope and examines the environmental and organizational deve...
TL;DR: In this paper, the use of financial portfolio theory to guide new venture planning is discussed and rejected, and a dual conceptualization of business risk is offered that is more consistent with statistical risk.
Abstract: The use of financial portfolio theory to guide new venture planning is discussed and rejected. Instead, a dual conceptualization of business risk is offered that is more consistent with statistical...
TL;DR: The utility of the concept of the nine nations of North America for segmentation was tested by comparing several geographic segmentation systems with values in a probability sample of the cotermi... as discussed by the authors.
Abstract: The utility of the concept of the “Nine Nations of North America” for segmentation was tested by comparing several geographic segmentation systems with values in a probability sample of the cotermi...
TL;DR: The authors employed categorical measures of broad spectrum diversity and mean narrow spectrum diversity (MNSD) to classify firms into broad diversification strategy groups to classify them into diversification strategies.
Abstract: This study employs categorical measures of broad spectrum diversity (BSD) and mean narrow spectrum diversity (MNSD) to classify firms into broad diversification strategy groups. The BSD and MNSD me...
TL;DR: In this article, a framework for horizontal cooperative sales promotion is proposed, and a number of issues pertain to the proposed framework and its application in the context of cooperative sales promotions.
Abstract: This article focuses on horizontal cooperative sales promotion, an area that has remained largely unexplored. First, a framework for its classification is proposed. Next, a number of issues pertain...
TL;DR: This article argued that consumers in fact often relinquish control to external experts, or surrogates, in important purchase decisions, and that consumers commonly are assumed to be actively involved in important decision making.
Abstract: Though consumers commonly are assumed to be actively involved in important purchase decisions, the author proposes that consumers in fact often relinquish control to external experts, or surrogates...
TL;DR: In this paper, a conceptual framework for integrating attribution theory within an expectancy model of salesforce motivation is presented, where emphasis is placed on the development of hypotheses surrounding hypotheses surrounding attribution.
Abstract: The authors present a conceptual framework for integrating attribution theory within an expectancy model of salesforce motivation. Emphasis is placed on the development of hypotheses surrounding th...
TL;DR: In this paper, psychographic segmentation solutions developed for 17 different cities were compared and the findings indicate that psychographic segments which were developed for markets in one geographic location ar....
Abstract: Psychographic segmentation solutions developed for 17 different cities were compared. The findings indicate that psychographic segments which are developed for markets in one geographic location ar...
TL;DR: A distinction often is made in marketing between academic and practitioner-oriented research as mentioned in this paper, and that distinction has been used to justify one type of research by highlighting the limitations of the other.
Abstract: A distinction often is made in marketing between academic and practitioner-oriented research. That distinction has been used to justify one type of research by highlighting the limitations of the o...
TL;DR: In this article, the authors discuss the FTC's 1983 policy statement on the meaning of deception and discuss the relations between the statement and other FTC Docs on deception, and discuss their relationship with other FTC documents.
Abstract: This article discusses the FTC's 1983 policy statement on the meaning of deception. It places the statement in historical context and discusses the relations between the statement and other FTC doc...
TL;DR: While marketing theorists emphasize the importance of negotiating favorable exchange agreements with powerful external stakeholders, such as regulatory agencies or trade associations, little attention is paid to external stakeholders as mentioned in this paper, and little attent...
Abstract: While marketing theorists emphasize the importance of negotiating favorable exchange agreements with powerful external stakeholders, such as regulatory agencies or trade associations, little attent...
TL;DR: In this article, the accumulated results of such tests are rarely used to assess the relative importance of different presentation characteristics, and an analysis of ad copy testing of advertisements is used to evaluate the importance of presentation characteristics.
Abstract: Although copy testing of advertisements is common, the accumulated results of such tests are rarely used to assess the relative importance of different presentation characteristics. An analysis of ...
TL;DR: The authors describes an apparent sadomasochism in the review process for journals of marketing and consumer research, and provides vignettes representing both the author's and the reviewer's persp...
Abstract: This article describes an apparent sadomasochism in the review process for journals of marketing and consumer research. It provides vignettes representing both the author's and the reviewer's persp...
TL;DR: By using the cigarette industry's ad ban of 1970 as a "natural" experiment, the authors explore managerially related effects of such an advertising "shock" through price and advertising elasticity.
Abstract: By using the cigarette industry's ad ban of 1970 as a “natural” experiment, the authors explore managerially related effects of such an advertising “shock” through price and advertising elasticitie...
TL;DR: In this article, the authors reveal the magnitude of consumer use of informal suppliers in order to determine the level of unmeasured or "underground" economic activity in the U.S. economy.
Abstract: This research was designed to reveal the magnitude of consumer use of informal suppliers, in order to determine the level of unmeasured or “underground” economic activity in the U.S. economy. The r...
TL;DR: This article examined the differences beween sales promotions that achieved their objectives and those that did not, and found that the key success factors differ for both consumer and trade promotions for both types of promotions.
Abstract: This exploratory study examines the differences beween sales promotions that achieved their objectives and those that did not. For both consumer and trade promotions, the key success factors differ...
TL;DR: In this article, the context within which marketing activities currently take place there is presented, and a case study of marketing activities in the former East-Balkan countries is presented.
Abstract: Interest in marketing appears to be increasing in all East bloc countries, and Romania is no exception. The context within which marketing activities currently take place there is presented, and a ...