Showing papers on "Return on marketing investment published in 1968"
163 citations
TL;DR: The application of the systems approach to marketing management promises to breathe new life into marketing research as mentioned in this paper, and the authors present their views of the relationship between deca-ture and marketing research.
Abstract: The application of the systems approach to marketing management promises to breathe new life into marketing research. In this article the authors present their views of the relationship between dec...
60 citations
TL;DR: In this article, the authors suggest that children are now an important consumer group considering the climate of everincreasing child orientation, and describe the available information in child consumption, purchasing, incomes and influences.
Abstract: Suggests that children are now an important consumer group considering the climate of ever‐increasing child‐orientation. Describes the available information in child consumption, purchasing, incomes and influences, and reviews the marketing implications in terms of strategy, research and advertising.
16 citations
TL;DR: For example, this paper pointed out that because of the reluctance of marketing men to publicize failures, there has been a tendency for managers to avoid the analysis of the possible effects of wrong decisions in the marketing process.
Abstract: Because of the reluctance of marketing men to publicize failures, there has been a tendency for managers to avoid the analysis of the possible effects of wrong decisions in the marketing process. Y...
6 citations
TL;DR: In this article, the authors developed frameworks of the marketing system and the change process to improve the manager's awareness of what can be done to increase the probability of successfully implementing change.
Abstract: Frameworks of the marketing system and the change process are developed to improve the manager's awareness of what can be done to increase the probability of successfully implementing change.
5 citations
Journal Article•
TL;DR: In this paper, the authors outline a strategy for marketing URBAN MASS TRANSPORTATION, and discuss the challenges of forMAL orGANIZATION to cope with the complexity of marketing strategies.
Abstract: SOME ASSERT THAT THE SOLUTION TO THE MASS TRANSPORTATION DILEMMA LIES SOLELY IN THE ABILITY OF TRANSIT COMPANIES TO OBTAIN FINANCIAL AID AND TO EXPLOIT TECHNOLOGICAL ADVANCES. EMPHASIS ON MONEY AND TECHNOLOGY ALONE NEGLECTS A CRUCIAL VARIABLE-TRANSIT MANAGEMENT. FOR IT IS MANAGEMENT THAT MUST DETERMINE BASIC OBJECTIVES, GENERATE SUPPORT FROM THE FINANCIAL AND POLITICAL COMMUNITIES, ALLOCATE AVAILABLE RESOURCES, MANAGE THE WORK FORCE, RECRUIT AND DEVELOP FUTURE MANAGERIAL PERSONNEL, AND, PERHAPS MOST IMPORTANT, DESIGN AND MARKET THE TRANSIT PRODUCT. MARKETING IS CRUCIAL, FOR IT IS THE ONE MANAGEMENT FUNCTION WHICH LINKS DIRECTLY THE TRANSIT COMPANY AND THE GENERAL PUBLIC-BOTH RIDERS AND NONRIDERS. THE PURPOSE OF THIS ARTICLE IS TO OUTLINE A STRATEGY FOR MARKETING URBAN MASS TRANSPORTATION. THIS REQUIRES A DEFINITION OF THE TERM MARKETING, CONSIDERATIONS OF BASIC TRANSIT MARKETING OBJECTIVES, AND A DISCUSSION OF THE PROBLEMS OF FORMAL ORGANIZATION TO FACILITATE IMPLEMENTATION OF MARKETING STRATEGIES. THE ARTICLE CONCLUDES WITH AN ANALYSIS OF A RECENT SUCCESSFUL APPLICATION OF MARKETING TECHNIQUES. /AUTHOR/
4 citations
TL;DR: In this paper, the role of service in the marketing mix with regard to its possibilities, using organizational examples as an illustration, is discussed and an approach to service strategy and examines its cost limitations.
Abstract: Reviews the role of service in the marketing mix with regard to its possibilities, using organizational examples as an illustration. Outlines an approach to service strategy and examines its cost limitations. Suggests that the increasing complexity of products and more intense competition must be reviewed with regard to the service being provided for the customer in order that they receive more benefits.
TL;DR: In this paper, the authors show that there does not appear to be a significant relationship between the nature of the product market and the importance of pricing, and that non-price aspects are more important to the manufacturer than pricing.
Abstract: Reveals that, in marketing strategy, non‐price aspects are more important to the manufacturer than pricing. Examines this behaviour, showing that there does not appear to be a significant relationship between the nature of the product market and the importance of pricing.
TL;DR: In this paper, the authors present a general survey of the main structural features of leading UK marketing boards and private enterprise systems of distribution and suggest some future trends in agricultural marketing which will take place on entry into the European Economic Community, affecting sources of supply and absolute and relative prices of most food commodities.
Abstract: Shows how the marketing of agricultural products differs from the marketing of consumer goods, dealing chiefly with marketing in the home‐produced sector. Presents a general survey of the main structural features of leading UK marketing boards and private enterprise systems of distribution. Suggests some future trends in agricultural marketing which will take place on entry into the European Economic Community, effecting sources of supply and absolute and relative prices of most food commodities.