Showing papers on "Return on marketing investment published in 1974"
TL;DR: In this article, the role of service in influencing buying behavior is examined, based on research carried out into the marketing of industrial raw materials, and the authors define service and set this within a conceptual theoretical framework.
Abstract: Examines the role of service in influencing buying behaviour, basing its results on research carried out into the marketing of industrial raw materials. Defines Service and sets this within a conceptual theoretical framework. Attempts to identify what industrial buyers perceive as service, and measures the performance, of suppliers against key facts of service. Discusses the developing realistic marketing strategies for suppliers.
81 citations
TL;DR: In this article, the authors investigate the marketing of services, defining the term and describing previous work carried out in this area, and show how theories of buyer behaviour can help in formulating marketing strategies by the use of examples.
Abstract: Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.
67 citations
40 citations
33 citations
TL;DR: In this article, the authors present the basis for designing a marketing accounting information system which facilitates the financial analysis of marketing performance and assure that the system results in optimal actions within marketing segments.
Abstract: THE name of the game in marketing is to maximize profit from the funds expended for the promotion and fulfillment of demand. The tools to do this are at hand. The purpose of this article is to present the basis for designing a marketingaccounting information system which facilitates the financial analysis of marketing performance. To assure that the system results in optimal actions within marketing segments, refinements of the model are also discussed.
29 citations
TL;DR: The marketing environment has experienced dramatic changes in the late 1960's and 1970's as discussed by the authors, and the design of the marketing mix in the 1970's to meet the demand of its changing environment.
Abstract: The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.
18 citations
TL;DR: In this paper, the authors draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long-term marketing planning.
Abstract: Looks at the dilemma of practitioners and writers in service marketing‐can an intangible service be marketed using the physical product marketer's techniques of research, pricing, etc. Aims to draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long‐term marketing planning.
12 citations
TL;DR: In this paper, the authors explore many of the causes of infrequent to non-existent system usage and offer a plea and a plan for active elimination of this problem, concluding that system utilization holds the key to a favorable return on investment in marketing information systems.
Abstract: Much literature has been devoted to singing the praises of present and potential computer utilization in marketing. Highly touted are “total information systems,” “on-line, real-time systems,” and “simulation-based systems.” One would be led to believe that each company has devoted or should be devoting its moneys and energies to the design and implementation of such sophisticated computer-based marketing information systems. Yet recent evidence has indicated a lack of enthusiasm-indeed, in some cases antagonism exists toward information systems in marketing. One reason for this disillusionment has been low usage of existing marketing information systems by marketing management. System utilization holds the key to a favorable return on investment in marketing information systems. This article explores many of the causes of infrequent to non-existent system usage and offers a plea and a plan for active elimination of this problem.
10 citations
TL;DR: The face of marketing in the light of today's society has been examined by as discussed by the authors, who suggest that marketing professionals examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.
Abstract: Looks at the face of marketing in the light of today's society. Suggests that marketing professionals muse examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.
TL;DR: In this article, the authors present a very available place to look for countless demand analysis for marketing decisions sources, such as the books from countries in the world are provided, which is one of the products to see in internet.
Abstract: Following your need to always fulfil the inspiration to obtain everybody is now simple. Connecting to the internet is one of the short cuts to do. There are so many sources that offer and connect us to other world condition. As one of the products to see in internet, this website becomes a very available place to look for countless demand analysis for marketing decisions sources. Yeah, sources about the books from countries in the world are provided.
TL;DR: In a series of articles, Philip Kotler, first with Sidney Levy [11], then with Gerald Zaltman [12], and then singularly [8], has significantly broadened the scope of marketing management.
TL;DR: In this article, the authors examine the social responsibility of marketing and suggest that marketers should not view the demand of social responsibility as a liability to them, but rather see it as a useful strategy to improve one's competitive condition and image in the market place.
Abstract: The emphasis of marketing over the years has continuously shifted to meet the changes in the environment. The most recent emphasis of marketing seems to be on social responsibility. Although academicians and practitioners alike have been advocating implementation of social responsibility in marketing planning only a few scattered cases in which social responsibility has been put into practice are available to this date. The author, in discussing the social responsibility of marketing, examines its present status and suggests that marketers should not view the demand of social responsibility as a liability to them, but rather see it as a useful strategy to improve one's competitive condition and image in the market place.
TL;DR: In this paper, the authors investigate the behaviour of large US firms with a view to identifying and difference in growth rates to their counterparts, and examine the relationship between fast growth of the corporate entity as a whole and its international marketing orientation.
Abstract: Explores, within the framework of international research, product, distribution and price. Investigates the behaviour of large US firms with a view to identifying and difference in growth rates to their counterparts. Examines the relationship between fast growth of the corporate entity as a whole and its international marketing orientation.
13 Mar 1974
TL;DR: In this paper, the authors discuss the use of simulation games for courses in marketing management such as advertising or sales management, discussed in this paper pertains to those college courses which focus on the management of all marketing activities.
Abstract: Increasingly, teachers of marketing management have become cognizant of the need to use simulation games. Simulation games, providing students with the tasks of planning and implementing various strategy elements of the marketing mix, have been added to college-level courses in marketing management. Although games have been developed and adopted for courses in a single strategy area of marketing management such as advertising or sales management, the game, Marketing Interaction, discussed in this paper pertains to those college courses which focus on the management of all marketing activities.
TL;DR: In this article, the authors argue that the motivation for buying a tourist product in an affluent society is not only the reflection of a person's physical needs, but also arise from social psychological needs.
Abstract: The marketing strategy begins with the identification of human needs and discharges into the application of a combination of marketing variables (product, price, distribution, sales promotion and publicity). Motivations for buying a tourist product in an affluent society are not only the reflection of a person's physical needs. They also arise from social‐psychological needs. With the ‘erosion of traditional class‐determined patterns of behavior’, even the usual social‐class variables are losing their importance in explaining buying behavior.
TL;DR: This paper looked at the effectiveness of marketing development in the organization and compared the development of marketing in firms UK firms in a single industry to effectiveness in the areas of product development and customer relationships.
Abstract: Looks at the effectiveness of marketing development in the organization. Relates the development of marketing in firms UK firms in a single industry to effectiveness in the areas of product development and customer relationships.
TL;DR: The view that marketing and buying are inseparable in practice for one provides the base from which the other operates is also supported by the Tesco Managing Director, who argues that marketing is the catalyst which maximises gross profit from turnover.
Abstract: Marketing is the catalyst which maximises gross profit from turnover, and thus marketing and buying are two sides of the same coin. Laurie Leigh, Tesco Managing Director responsible for marketing, buying and distribution takes the view that they are inseparable in practice for one provides the base from which the other operates. But in the past this was not always so.
TL;DR: In this article, the authors look at two aspects of the industrial purchasing process: constructing a definitive any variations in their relative importance by purchasing and non-purchasing executives when making buying decisions.
Abstract: Looks at two aspects of the industrial purchasing process: constructing a definitive any variations in their relative importance by purchasing and non‐purchasing executives when making buying decisions. Proposes that marketing manager need to know what factor influence buying behaviour in order to be able to design better a marketing mix for their organization. Suggests that marketing, managers may also benefit from an analysis of vendor attributes.
TL;DR: In this paper, the impact of marketing on the corporate planning process in the air transport industry is discussed, and the literature of consequence to marketing, corporate planning, and airline planning is synthesized into a normative planning structure and a framework of marketing dimensional elements.
01 Jan 1974
TL;DR: A heuristic aid to making marketing planning decisions that is data based and explicitly considers the uncertainty of competitive behavior is developed and an application of the model to an airline market provides conclusions.
Abstract: This paper reports on the development of a heuristic aid to making marketing planning decisions that is data based and explicitly considers the uncertainty of competitive behavior. An application of the model to an airline market provides conclusions about the nature of the market and how to assess competitive response. Normative simulation appears to have good potential as a decision-making aid for marketing managers.