Table of contents
STATUS BRAND MANAGEMENT AND GIFT PURCHASE: A DISCRIMINANT ANALYSIS
David M. Andrus, Edward Silver, Dallas E. JohnsonThe study identifies major factors that contrast gift decisions for different status signature clothes. Gift buying represents a significant proportion of purchases in many…
COOPERATIVE SALES PROMOTION: AN IDEA WHOSE TIME HAS COME
P. Rajan VaradarajanThe use of various forms of cooperative sales promotions such as intracompany and intercompany multibrand promotions is on the ascendance, particularly among manufacturers and…
IN SEARCH OF A BETTER APPROACH TO THE DEVELOPMENT OF NEW PRODUCTS
Stanley F. Stasch, Ronald T. LonsdaleAccording to most textbooks, the widely accepted Booz, Allen and Hamilton (BAH) conceptual framework is supposedly the best way to go through the new product development process…
CINEMA SCREEN ADVERTISING: AN OLD TECHNOLOGY WITH NEW PROMISE FOR CONSUMER MARKETING
Bruce A. AustinThis article argues in favor of using motion picture screens as a medium for the presentation of advertising messages. The concept and history of cinema screen advertising is…
MARKETING AND THE DEMOGRAPHIC PERSPECTIVE
Louis G. PolDemographic data have proven quite useful in the structuring of some marketing strategies. However, the development of a demographic perspective, which would extend the use of…
GOING GLOBAL: CHOICES AND CHALLENGES
Laurence J. FarleyI would like to share with you what some of the experiences in globalizing have been at Black & Decker, what some of the choices have been, and what future challenges are seen.
HIGH‐TECH TEST MARKETING AT CAMPBELL SOUP COMPANY
Ed Russell, Anthony J. Adams, Bill BoundyTest marketing has a long history: the precursor of all of today's market research methodologies was undoubtedly trial and error. However, it remains an area of vital interest…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel