Showing papers on "Return on marketing investment published in 1967"

Information Flow and Decentralized Decision Making in Marketing

Abstract: A major informational problem faces many business firms today, particularly those firms that have decentralized their operations and decision making The author discusses the effective integration of marketing information into marketing strategy

Cost/benefit analysis of a test market

Abstract: One of the most intractable problems facing marketing managements today is to know when to buy marketing research to enhance their understanding of the probability of success. Conversely, when will the expenditure and resultant delay outweigh the benefits from a reduction in uncertainty? Nowhere is this problem more keenly felt than in new product development. Launching new products is often vastly expensive, and available evidence suggests that products fail more often than they succeed. However, well researched “pilot” marketing and sequential launches give competition time to retaliate or imitate, thereby constituting risks of a different ilk. None the less, marketing managements are tending to carry out more and more test operations to attempt to assess the likely outcomes of broadscale operations. This article provides an early report from part of a research programme carried out at the University of Bradford into methods of marketing experimentation. It offers an integration of Bayesian decision theory and network analysis which, in conjunction with DCF techniques, provide a powerful tool of cost/benefit analysis.

The industrial market – practices, motives, and their marketing implications

Abstract: Chronicles that the importance of an approach to marketing through research and investigation, will vary with the nature of the market and the degree of currently, or potentially committed fixed costs. Maintains that although marketing research, often in its narrow ‘selling’ sense, has been mainly associated with consumer goods, there are characteristics of the industrial market which perhaps make it an even more fertile field for the marketer, thinking in terms of long‐term maximisation – particularly if the research covers the total activity of the selling company and an appraisal of its standing or rating vis‐a‐vis the customer or potential customer. Concludes that centralisation will increase the degree of objectivity and professionalism on the part of the branch buyer by subjecting his activities to central study.