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Article
Publication date: 1 April 1978

Edgar A. Pessemier

The problems of achieving a successful interface between marketing science and marketing practice are numerous. Furthermore, they vary from subject to subject and from environment…

1229

Abstract

The problems of achieving a successful interface between marketing science and marketing practice are numerous. Furthermore, they vary from subject to subject and from environment to environment. To avoid getting lost in this hall of mirrors, attention has been paid in this piece of research to four important subjects. First, a philosophical and organisational point of view is proposed about the proper role and funding structure for marketing research and marketing science activities. Next, some marketing science contributions to design issues are examined. In marketing, these are the ‘what kind’ questions about products, product lines, and associated market communications. Third, the ‘how much’ issue is discussed as it relates to total marketing expenditures and their allocations across the marketing mix. Having discussed some approaches to these ‘gut’ issues, the last section reviews in general terms the current state‐of‐the‐art in marketing science and some factors which may shape future developments. This synopsis deals mainly with the organisational problems of using marketing science.

Details

Management Research News, vol. 1 no. 4
Type: Research Article
ISSN: 0140-9174

Article
Publication date: 1 January 1985

Muzaffar A. Shaikh and Behram J. Hansotia

With the advent of fierce international competition in today's industrial business environment, it has become imperative for companies to reevaluate the cost/price/value…

155

Abstract

With the advent of fierce international competition in today's industrial business environment, it has become imperative for companies to reevaluate the cost/price/value relationship of their products. In particular, highly competitive products require much closer attention to and control of the cost/price/value relationship to ensure continuing profitability. This paper examines one such product in an actual industrial setting (pseudonyms have been used to maintain data confidentiality) using a rather comprehensive conceptual framework based on Market Structure Analysis concepts. The proposed framework basically represents the industrial buying decision process which is both multiattribute and multiagent in nature. As pointed out by Sheth (1973) and Choffray and Lilien (1980), these industrial decision processes tend to become extremely complex due to heterogeneity among decision makers.

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International Marketing Review, vol. 2 no. 1
Type: Research Article
ISSN: 0265-1335

Book part
Publication date: 1 January 2009

Barak Libai, Vijay Mahajan and Eitan Muller

Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

Article
Publication date: 1 February 1989

Eberhard E. Scheuing and Eugene M. Johnson

Comments that few service firms are sufficiently prepared to meetthe challenge of service innovation. Reviews existing models of newservice development. Proposes a systematic…

5437

Abstract

Comments that few service firms are sufficiently prepared to meet the challenge of service innovation. Reviews existing models of new service development. Proposes a systematic model based not on the small amount of new service development literature but on theories of new product management, which reflects the conditions unique to service industries. Concludes with ten propositions for service management.

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Journal of Services Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 February 1986

Mark B. Traylor

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after…

905

Abstract

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after all.

Details

Journal of Consumer Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0736-3761

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

Article
Publication date: 1 March 1983

Anita M. Kennedy

I. INTRODUCTION This study attempts to extend and expand previous research conducted by the Department of Marketing at Strathclyde on the adoption and diffusion of industrial…

753

Abstract

I. INTRODUCTION This study attempts to extend and expand previous research conducted by the Department of Marketing at Strathclyde on the adoption and diffusion of industrial products.

Details

European Journal of Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 0309-0566

Article
Publication date: 1 March 1969

JEROME B. KERNAN

EVEN the most retarded observer is aware that computers “have arrived” in advertising. It is a rare conversation currently that is not peppered with acronyms representing one or…

70

Abstract

EVEN the most retarded observer is aware that computers “have arrived” in advertising. It is a rare conversation currently that is not peppered with acronyms representing one or another computerized scheme for getting the advertising job done. Such a state of the art is encouraging, but perplexing to many people. Unless one's training happens to include notions of “32K storage”, “random access devices”, “matrix eigenvector programs”, and the like, it is relatively easy to become intimidated (or nauseated) by the pace of technology. In perhaps a shy, but nevertheless quite sincere spirit, one feels compelled to wonder just what computers have to do with making advertising decisions. Put another way, one wishes to know the nature and extent of the man‐machine relationship as regards advertising decision making. Does the machine supplant or complement man? To what extent and in what ways? What does the computer leave to the human's judgment? Is the time‐honoured notion of creativity in advertising losing currency?

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Management Decision, vol. 3 no. 3
Type: Research Article
ISSN: 0025-1747

Article
Publication date: 1 March 1969

JOHN GARRETT

Sub‐heads and sub‐subheads, minor clauses, finance, bureaucracy and the political pendulum are to‐day's worries for tomorrow's successes in the quiet corridors of Government…

34

Abstract

Sub‐heads and sub‐subheads, minor clauses, finance, bureaucracy and the political pendulum are to‐day's worries for tomorrow's successes in the quiet corridors of Government buildings. John Garrett asks if it is possible for the Civil Service to plan ahead and if so can definite objectives be set?

Details

Management Decision, vol. 3 no. 3
Type: Research Article
ISSN: 0025-1747

Article
Publication date: 1 March 1970

Hartmut J. Will

Examines computerised marketing information systems and considers the implications of their role and the major characteristics of such systems and discusses the DEMON model in…

519

Abstract

Examines computerised marketing information systems and considers the implications of their role and the major characteristics of such systems and discusses the DEMON model in detail. States that a system is a set of components which interact in a certain manner to achieve its goals; an open system is distinguished from a closed one by the fact that interaction exists with its environment; since most organisations must be considered as open systems, their environment becomes a dialectic part of any systems definition. Concludes that computerised marketing information systems will never be able to replace the questioning human mind.

Details

European Journal of Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

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