The Chicago Research Company (CRC) did a survey of corporate (nonproduct, noninstitutional) ads appearing in Fortune and Forbes early in 1980 (see Exhibit 1). Two‐thirds of the…
Abstract
The Chicago Research Company (CRC) did a survey of corporate (nonproduct, noninstitutional) ads appearing in Fortune and Forbes early in 1980 (see Exhibit 1). Two‐thirds of the ads examined squandered their hefty media budgets on stories such as their growth, being on the cutting edge of new technology, and being in the energy business. Additionally, a sizable group talked about some of their products (but, wisely, did not try to sell them) or their profits.
HARPER BOYD, TERRY HALLER and Henry Allessio
The notion of “market share” has ravaged the board‐rooms of corporate America for a generation. There are hundreds of classic examples of where share leaders—probably low‐cost…
Abstract
The notion of “market share” has ravaged the board‐rooms of corporate America for a generation. There are hundreds of classic examples of where share leaders—probably low‐cost producers—have picked up all the marbles and won. However, there are other examples of market‐share blunders that should alert businessmen to be wary of unrestrained share strategies that can be devastating. Despite these blunders, many corporate managements have failed to realize that while low delivered cost can create the opportunity for larger market share, share itself does not assure high profitability.
Our last column (Summer 1981) advanced ten possible advertising themes derived from strategic planning. Here are ten more themes that can serve as the foundation of copy…
HARPER BOYD, TERRY HALLER and Sandra D. Kresch
Over the past few decades, the American corporate community operated in an environment of rapid growth, changing technology, and aggressive expansion into world markets…
Abstract
Over the past few decades, the American corporate community operated in an environment of rapid growth, changing technology, and aggressive expansion into world markets. Throughout this period, productivity increased consistently, resulting in an ever‐climbing GNP. With this rising tide of economic progress, the material and social rewards available to the American consumer appeared to be unlimited.
It is generally known these days that businesses enjoying a large share of their served market are more profitable (other things being equal) than businesses with a small share of…
Abstract
It is generally known these days that businesses enjoying a large share of their served market are more profitable (other things being equal) than businesses with a small share of their market. There is much dispute, however, as to whether the high‐share businesses earning large profits are benefactors or exploiters of the public at large.
Mrs Genevieve N. Bond‐Mendel and Antonis C. Simintiras
This paper studies the role of personal selling and the salesforce as an information source and the impact potential information gaps in a downstream business chain can have. It…
Abstract
This paper studies the role of personal selling and the salesforce as an information source and the impact potential information gaps in a downstream business chain can have. It offers a conceptual model of information gaps in an on‐licence wine business channel and suggests areas necessitating further research.
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This autobiography sums up the life story of one of the contributors to the history of inquiry and instruction in the field of marketing, with special attention to the historical…
Abstract
Purpose
This autobiography sums up the life story of one of the contributors to the history of inquiry and instruction in the field of marketing, with special attention to the historical developments that have influenced the study of consumer behavior and the concept of branding.
Design/methodology/approach
This paper is an autobiographical essay, a personal history.
Findings
The reminiscence illustrates the way life experiences evolve, showing the interaction among personal growth, education, career choices and work experience that led to Professor Levy’s contributions to the field of marketing education and its research literature.
Originality/value
The paper describes a unique life, and an unusual explication of the personal life sources of influential ideas. It is novel in its large perspective and integrative narrative, and the unusual exposure of its various conceptual issues and links. It should be of interest to marketing historians, managers and scholars of marketing education.
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The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an…
Abstract
The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an example of how an online “mailing file” can be used to guide a company's efforts to identify new business prospects. As a result, this paper demonstrates how the management of Internet databases, if used properly, can enhance a company's competitive position.
Tracy S. Hoover and Jacklyn A. Bruce
What are the long term consequences associated with serving as a state FFA officer? Using a semi-structured interview format, selected state FFA officers from a twenty year time…
Abstract
What are the long term consequences associated with serving as a state FFA officer? Using a semi-structured interview format, selected state FFA officers from a twenty year time span were interviewed to assess their perceptions of and assets attributed to their experiences as a state officer. Results indicated that past state officers, regardless of when they served, noted positive leadership development, personal growth, and a heightened level of community awareness. Additionally, experiences and subsequent engagement related to their term confirmed four key features of positive adolescent development, which are, a sense of industry and competence; a sense of identity; a sense of control over one’s fate; and connectedness to others (CSR Inc, 1997).
Assesses the present stage of marketing development in Egypt. Identities the basic factors responsible for the development or underdevelopment of marketing. Concludes that…
Abstract
Assesses the present stage of marketing development in Egypt. Identities the basic factors responsible for the development or underdevelopment of marketing. Concludes that economic growth is directly related to marketing development which grows to fulfil the need of its economy. Reveals that in Egypt marketing is underdeveloped, which is a reflection of the economic and social setting.