Nessim Hanna, John Wagle and A.H. Kizilbash
The study of left brain/right brain effects in the human brain has been the subject of research and discussion for many years. It is generally believed that the right and left…
Abstract
The study of left brain/right brain effects in the human brain has been the subject of research and discussion for many years. It is generally believed that the right and left hemispheres of the brain perform different functions. The left hemisphere is better at such tasks as reading, speaking, analytical reasoning, and arithmetic. The right hemisphere is better at spatial tasks, recognizing faces, and music. Research on this phenomenon can be of particular value to the advertising industry. A number of studies have examined the impact of an advertising message on left‐ and right‐brain dominant persons. This paper reports the results of a study conducted to investigate the effects of “informational” versus “visual” appeals used in print advertisements on left‐ and right‐brain dominant individuals. The results reveal that the evaluation of the effectiveness of an advertisement is dependent upon both the appeals used and the brain dominance orientation of the respondent.
Sandra M. Huszagh, Fredrick W. Huszagh and Gwen F. Hanks
Defines the milieu in which marketing actions are shaped andimplemented, selectively surveys the knowledge base that underlies suchactions, and suggests unique research…
Abstract
Defines the milieu in which marketing actions are shaped and implemented, selectively surveys the knowledge base that underlies such actions, and suggests unique research opportunities to enhance both knowledge and action. Macroeconomic conditions materially influence managerial decisions regarding entry, maintenance and expansion strategies at regional, national and international levels. Such conditions include interest rates, trade deficits, savings and unemployment rates, foreign debt ratios, consumer and industrial spending ratios, and public sector expenditure ratios for economic, social and military endeavours. Successful competitive strategies during the 1990s will necessarily emphasize the development of approaches to “pro‐position” and/or “reposition” marketing strategies with regard to shifting macroeconomic conditions. Current theory and strategies are inadequate to the tasks of confronting these shifts or identifying their presence in a timely fashion. Rapid transformations of many national macroeconomic systems have compounded these challenges, placing insatiable demands upon an enterprise′s information resources necessary to support “appropriate” marketing actions. Outside the enterprise, strategic alliances with multinational customers or even competitors may be the most creative approach to managing changing macro‐economic environments.
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The extent of national export volume attributable to the small firm sector within the UK does not compare favourably with that of certain other European countries/ particularly…
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The extent of national export volume attributable to the small firm sector within the UK does not compare favourably with that of certain other European countries/ particularly Germany and Italy. In an attempt to enhance the export competitiveness of this firm sector recent policy, research and management attention has been devoted to influences underlying export development. This article contributes to this knowledge by reviewing extensive research studies that have reported on one aspect of this topic: the international orientation of the decision maker within the small firm.
David S. Waller and Michael J. Polonsky
Implicit in the traditional model of communication is the assumption that an individual or organization sends a single message to one receiver, or class of receivers. However, in…
Abstract
Implicit in the traditional model of communication is the assumption that an individual or organization sends a single message to one receiver, or class of receivers. However, in practice there are often multiple senders, targeted receivers and even messages. This paper proposes expanding the traditional model of communication to include these additional facets and thus make the model more representative of business communication.
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Beth Hogan, Sharon L. Oswald, Tony L. Henthorne and William Schaninger
A nation‐wide survey of hospital providers was conducted in an effort to determine the type and level of promotion and advertising agency utilization. The study indicated that a…
Abstract
A nation‐wide survey of hospital providers was conducted in an effort to determine the type and level of promotion and advertising agency utilization. The study indicated that a majority of the hospitals surveyed are engaging in some form of advertising activity. Survey results further showed agency usage was highly correlated to hospital bed size. Additionally, contrary to previous research, hospital ownership status (for‐profit/not‐for‐profit) was not found to significantly affect agency utilization. Specifics about hospital/agency relationships are presented.
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Market reforms have resulted in dramatic changes in the Russian business climate. Since 1991, when nearly all small shops were owned by the state, nearly 70,000, or one‐half of…
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Market reforms have resulted in dramatic changes in the Russian business climate. Since 1991, when nearly all small shops were owned by the state, nearly 70,000, or one‐half of these shops, have been transferred into public hands. Similarly, about 3,500 medium and large firms have been privatised with the goal being to privatise one‐third of this size firms by the end of 1995. In addition to this massive transfer of ownership, foreign investment has surged with currently over 18,000 operating joint ventures having an investment value of over $10 billion (Kvint, 1994).
C.P. Rao, M. Krishna Erramilli and Gopala K. Ganesh
Why does a recession in the domestic market lead to a modificationof the firm′s export marketing behaviour? Based on an empirical studywhich investigated the behaviour of United…
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Why does a recession in the domestic market lead to a modification of the firm′s export marketing behaviour? Based on an empirical study which investigated the behaviour of United States exporters during the 1980‐82 recession, evidence is provided which suggests that many firms which were adversely affected by the recession intensified their exports, and that these firms significantly modified their export marketing activities. The evidence also suggests that exporting firms change their export destinations during recessions. Finally, the factors which facilitated and inhibited export expansion during the recession are also examined.
Sandra M. Huszagh, Juanita P. Roxas and Kay L. Keck
A survey of marketing executives within randomly selected, majorfirms in the Philippines investigates firms′ marketing actions inresponse to stagflation caused by the 1990 Persian…
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A survey of marketing executives within randomly selected, major firms in the Philippines investigates firms′ marketing actions in response to stagflation caused by the 1990 Persian Gulf crisis. A central premiss is that there will be differences in sensitivity to macroeconomic conditions between industry sectors. Results show that the manufacturing sector redirects pricing, product and research and development strategies more extensively than non‐manufacturers. These differences may be explained by the extent to which the industry sector is capital‐intensive in its formation and operation. Empirically demonstrates the effects of macroeconomic conditions on firms′ marketing practices and the relevance of the stagflation paradigm outside the United States.
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This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The…
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This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.
Centres on the impact of stagflation on marketing management inYugoslavia and on the responses of managers to stagflation. Based onpersonal interviews and a survey, reports that…
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Centres on the impact of stagflation on marketing management in Yugoslavia and on the responses of managers to stagflation. Based on personal interviews and a survey, reports that while the impact of stagflation was drastic, managers responded by taking only mild countermeasures. This high impact‐mild adjustment phenomenon is quite different from reactions in the USA, where high impacts bring extensive adjustments. Explanations for this Yugoslav phenomenon, which have important implications for international marketing, are found in the country′s self‐managed economy.