Table of contents
MARKETING MEGATRENDS
Jagdish N. ShethA number of fundamental, and mostly irreversible, demographic and technological changes are taking place right in front of our eyes. Unfortunately, many marketing practitioners…
USING SOCIAL TREND DATA TO SHAPE MARKETING POLICY: SOME DO'S AND A DON'T
Florence R. SkellySince the social revolution of the 1960's, marketers have increasingly accepted the idea that an understanding of changing social values is as important to successful marketing as…
“WHAT AGE DO YOU FEEL” AGE PERCEPTION STUDY
Lois Underhill, Franchellie Cadwell“Think back to your last birthday. Think of the age you reached. Some people have told us that they feel a different age‐either older or younger‐than their actual age. What age do…
NEW PRODUCT ADVERTISING: GUIDELINES FOR IMPROVEMENT
David W. Olsen, Charles YoungMarketers of new products, knowing only too well that the odds for success are against them, gear all introductory marketing efforts toward having the maximum possible impact on…
IDENTIFYING AND MOTIVATING KEY RESPONDENTS FOR MAIL OF YOUR COMPANY'S CUSTOMERS
Alfred S. BooteSuppose you're the marketing director for an appliance manufacturer and you want to get some information from the customers or consumers who buy your kind of product. Will an…
CASE STUDY: A DISADVANTAGED COMPETITOR IN A DECLINING INDUSTRY; MARKETING STRATEGIES AND NEEDS SEGMENTATION
Betsy D. GelbThe disadvantaged competitor in a declining industry is exemplified by the small, private liberal arts college. Thus, marketing successes among such colleges are the exception …
ON INCREASING THE RATE OF RESPONSE TO MAIL SURVEYS: A NEW APPROACH
Hershey H. Friedman, Neil ArensteinTwo methods for increasing the rate of response to mail surveys were tested: (1) the inclusion of a pen as a premium and (2) adding the postscript, “P.S. Please respond. Even…
STALKING THE “AHA” FACTOR IN PRODUCT INNOVATION—ACCIDENT OR DESIGN?
C. Joshua AbendAfter all is said about new product strategy, we are still faced with the elusive prospect of generating a successful idea. Where do we look? How do ideas happen? Can they be made…
EXECUTIVE‐LEVEL COMMUNICATIONS: A MEDIUM THAT WORKS
Charles H. HansonThe Battle of Saratoga in October 1777 is believed by many historians to be the turning point of the American Revolution. For the first time, the colonial insurgents abandoned…
TOWARD AN OPTIMAL MARKET TARGET: A STRATEGY FOR MARKET SEGMENTATION
Kevin J. Clancy, Mary Lou RobertsThere are few if any marketing concepts that have generated effort as voluminous and sustained as marketing segmentation. From the middle 1950's to the present, the topic has…
MANAGING THE OUTERFACE: A LOWER‐COST, LOWER‐RISK WAY TO NEW‐PRODUCT SUCCESS
Alan R. TrippA few years ago Dick Laster, executive vice president of General Foods, was addressing the American Marketing Association on the subject of success and failure in new products…
THE INTERFACE BETWEEN R&D, MARKETING, AND MARKETING RESEARCH IN NEW‐PRODUCT DEVELOPMENT
Edward J. WarrenMarket research experience in new household, hair care, and food products have shown that in recent years the odds of bringing a successful new product to market have decreased…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel