Showing papers on "Return on marketing investment published in 1981"
Book•
01 Sep 1981
347 citations
TL;DR: A review of problems can arise in attempting to use conventional, textbook approaches in social marketing programs and draws on the experiences of the authors for supporting arguments and examples.
Abstract: Numerous problems can arise in attempting to use conventional, textbook approaches in social marketing programs. This article contains a review of these problems and draws on the experiences of the...
317 citations
TL;DR: The field of comparative marketing is still relatively green as mentioned in this paper and the field of Comparative Marketing is a hot topic in many fields, see, e.g., for instance, the literature on methodological issues, conceptual and managerial payoffs, and teaching approaches.
Abstract: This article reviews the field of Comparative Marketing in terms of scope, types, and depth of studies; methodological issues, conceptual and managerial payoffs, and teaching approaches. After its first quarter of a century as an international business topic, Comparative Marketing is still relatively green.
153 citations
TL;DR: In this article, the authors argue that current business problems may be related to an underlying shift in Western economies to a business environment that demands a predominantly entrepreneurial strategic response by the firm.
96 citations
TL;DR: In this paper, the advantages that an industrial marketer can achieve through the use of NAM were discussed, based on a field study of national account marketing, and the information presented in this paper is based on the field study.
66 citations
TL;DR: In this article, the authors present substantial pedagogical advantages to using research projects sponsored by "external" clients in a marketing research course, however, use of actual projects presents additional problems.
Abstract: There are substantial pedagogical advantages to using research projects sponsored by "external" clients in a marketing research course. However, use of actual projects presents additional problems ...
Book•
01 Jan 1981
TL;DR: Part I: The environments of marketing What is marketing? Marketing planning and strategy Uncontrollable environmental variables Legal and ethical aspects of marketing Part II: Market identification Consumer behavior Intermediate buying Marketing research Marketing segmentation Part III: Product Product policies New product development Part IV: Communication Advertising and sales promotion Personal selling Part V: Pricing Pricing strategies Pricing tactics Part VI: Distribution Channels of distribution Wholesaling Retailing Physical distribution Part VII: Marketing specialities Marketing for services and non-profit organizations International marketing Part VIII: marketing planning Controlling the marketing effort Glossary Name index Subject index
Abstract: Part I: The environments of marketing What is marketing? Marketing planning and strategy Uncontrollable environmental variables Legal and ethical aspects of marketing Part II: Market identification Consumer behavior Intermediate buying Marketing research Marketing segmentation Part III: Product Product policies New product development Part IV: Communication Advertising and sales promotion Personal selling Part V: Pricing Pricing strategies Pricing tactics Part VI: Distribution Channels of distribution Wholesaling Retailing Physical distribution Part VII: Marketing specialities Marketing for services and non-profit organizations International marketing Part VIII: Marketing planning Controlling the marketing effort Glossary Name index Subject index
TL;DR: In this paper, the authors argue that traditional marketing mix concepts have little utility for the service industries, becausethey reflect strategies for selling products, rather than services, and propose a new marketing mix concept for service industries.
Abstract: Traditional marketing-mix concepts have little utility for the service industries, becausethey reflect strategies for selling products, rather than services
TL;DR: In this paper, a methodology associated with experimental social psychology was used to ascertain whether there are different ethical overtones perceived in the marketing of different products despite all other aspects of the marketing situation being comparable.
Abstract: A methodology associated with experimental social psychology was used to ascertain whether there are different ethical overtones perceived in the marketing of different products despite all other aspects of the marketing situation being comparable. The methodology consisted of using four vignettes of marketing strategy with the product utilized being the only element varied across the scenarios. Results indicate that ethical evaluations are product dependent and are more severe for social goods than for traditional economic goods.
TL;DR: The relationship between marketing and quality of life has been explored in this paper, where the authors claim that marketing at least indirectly has contributed to a higher quality-of-life by rendering work life possible and by providing the goods and services entering the consuming life arena.
TL;DR: In this paper, the authors investigated the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share and found that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.
TL;DR: In this paper, the authors examined the transfer of marketing know-how by multinational companies to their subsidiaries in Turkey and analyzed the nature and extent of the marketing knowledge transferred, and the mechanisms used for and the variables which appeared to affect such transfers.
Abstract: This research examines the transfer of marketing know-how by multinational companies to their subsidiaries in Turkey. The nature and extent of the marketing know-how transferred is analyzed, and the mechanisms used for and the variables which appeared to affect such transfers are identified.
Book•
01 Oct 1981
TL;DR: Part One: Marketing in its Corporate Context 1. Marketing: Concept, Function and System 2. Information for Marketing Decisions Part Two: Marketing Mix Management 4. Product Management and Development 5. Marketing Communications 6. Price Strategy 7. Integrated Marketing 8. Marketing Control.
Abstract: Part One: Marketing in its Corporate Context 1. Marketing: Concept, Function and System 2. Marketing: Strategy, Planning and Organisation 3. Information for Marketing Decisions Part Two: Marketing Mix Management 4. Product Management and Development 5. Marketing Communications 6. Price Strategy 7. Distribution: Channels and Management Part Three: Integrated Marketing 8. Integrated Marketing Management 9. Marketing Control. Index.
TL;DR: In this paper, a framework of the relationship between the producer life cycle and the marketing mix is proposed, and empirical evidence for the applicability of the theory to popular record products is examined.
Abstract: Reviews product life cycle theory and examines empirical evidence. Reports on empirical research carried out to determine the applicability of the theory to popular record products. Proposes a framework of the relationship between the producer life cycle and the marketing mix.
TL;DR: In this article, the authors describe discontinuities that are likely to occur as a result of changes in the preparation of today's marketing students and suggest some practical ways business organizations can prepare for these changes.
Abstract: Nearly 20, 000 marketing majors will this year approach the marketing managers of business firms and ask, in effect, "A re you ready for us?" The simple, but falla cious, answer of today's managers might be "Yes, there will be enough positions available to absorb a reasonable number of marketing graduates today and in future years. " Such an answer belies the true impact that those graduates are likely to have on marketing management in the future. The purpose of this article is to describe some of the discontinuities that are likely to occur as a result of changes in the preparation of today's marketing students and to suggest some practical ways business organizations can prepare for these changes.
Book•
01 Jan 1981
TL;DR: Practical marketing research as discussed by the authors shows how to use research to make practical marketing decisions in specific areas, including product development, package design, and sales, and includes four new chapters on international research, customer satisfaction research, single source data, and research for service companies.
Abstract: Most marketing research explains what research is, but not how to use it to solve specific marketing problems. Newly updated, "Practical Marketing Research" shows how to use research to make practical marketing decisions in specific areas, including product development, package design, and sales. This reference deals with real-world issues, drawn from the experience of thousands of projects involving hundreds of companies. The updated edition includes four new chapters on international research, customer satisfaction research, single source data, and research for service companies. The book helps readers to: master each step of a project, from choosing interviewing methods, to estimating and controlling costs, conducting interviews, and analyzing data; learn new techniques; and enhance their research skills and careers.
TL;DR: In this article, marketing cost concepts for professional service firms are developed and their practical application is discussed, and the purpose of these concepts is to help professional services firms evaluate their marketing efforts and determine marketing strategies.
Book•
27 Jul 1981
TL;DR: Marketing - concepts and principles corporate strategy - analysis and planning strategic marketing - its role and function marketing organization - structure, culture, ethics marketing research the planning process implementation marketing - products, services, concepts implementing marketing - pricing policies and prices implementing marketing- distribution and logistics implementing marketing, the promotion function, international and global aspects the marketing plan in summary monitoring and controlling marketing effort as discussed by the authors.
Abstract: Marketing - concepts and principles corporate strategy - analysis and planning strategic marketing - its role and function marketing organization - structure, culture, ethics marketing research the planning process implementation marketing - products, services, concepts implementing marketing - pricing policies and prices implementing marketing - distribution and logistics implementing marketing - the promotion function implementing marketing - international and global aspects the marketing plan in summary monitoring and controlling marketing effort.
TL;DR: In this article, the authors describe and empirically evaluate an approach to modeling purchase behavior that integrates a Logit-Markov-based multivariate brand-choice model structure with stochastic components.
Abstract: This study describes and empirically evaluates an approach to modeling purchase behavior that integrates a Logit-Markov-based multivariate brand-choice model structure with stochastic components. Using actual market data for a frequently purchased consumer product obtained from a consumer purchase panel survey, the paper highlights some marketing applications of the model. Given its general structure, the model can aid marketing managers in defining and evaluating target market segments and in assessing the impact of alternative marketing strategies.
TL;DR: In this article, the development of consumer orientation in private sector marketing, and the meaning of consumer-clientele orientation in public service marketing are explored, and explanations for how consumerclient orientation is oriented in public services marketing are provided.
Abstract: Explores the development of consumer orientation in private sector marketing, and goes on to consider the meaning of consumer‐clientele orientation in public service marketing. Suggests explanations for how consumer‐client orientation is oriented in public service marketing. Recommends general approaches for facilitating consumer‐client orientation in public service marketing.
Abstract: The past ten years have witnessed a broadening of the definition and concept of marketing. After much debate, it has generally been agreed that the marketing pro cedures and techniques developed for profit organizations are applicable to non profit and service organizations as well. This article discusses the results and im plications of a two-part study conducted to determine the extent of formal course offerings in the areas of nonprofit or service marketing nationwide.