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Article
Publication date: 1 December 2000

Rama Yelkur

Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with…

3258

Abstract

Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with respect to price and quality. With the passing of the NAFTA, retailers’ interest in the relatively young Mexican market has increased. The purpose of this study is to determine Mexican consumers’ overall perceptions of generic grocery products, to examine if there are any differences in perception across demographic groups and to determine if there are differences in the perception of generic products across product categories. Two variables were examined: risk perception of generic products and satisfaction with generic products.

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Journal of Product & Brand Management, vol. 9 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 May 2001

Rama Yelkur and Maria Manuela Nêveda DaCosta

In the ever‐changing electronic environment of the twenty‐first century, price is one of the key strategic elements that is often overlooked by firms. The paper addresses…

14795

Abstract

In the ever‐changing electronic environment of the twenty‐first century, price is one of the key strategic elements that is often overlooked by firms. The paper addresses differential pricing in business‐to‐consumer electronic commerce, in particular differential pricing for hotel services sold on the Internet. Hotels are able to take advantage of differential pricing for various segments because the market for hotels can be divided into narrow customer segments. An overview of e‐commerce and Internet marketing is provided. The characteristics of products sold online and differential pricing are discussed. Pricing policies for on‐line marketing are examined with a special emphasis on differential pricing, customer loyalty and segmentation. With the help of secondary data, online pricing strategies used by hotels on the Internet are evaluated. Finally, conclusions are drawn and implications for the hotel industry are discussed.

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Management Decision, vol. 39 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 July 1997

Rama Yelkur and Paul Herbig

Discusses the various steps in differential pricing and integrates the economics of differential pricing with the marketing perspective. Explains the concept of differential…

3989

Abstract

Discusses the various steps in differential pricing and integrates the economics of differential pricing with the marketing perspective. Explains the concept of differential pricing with the help of a mathematical model, and illustrates the use of differential pricing by using an example from the hotel industry.

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Marketing Intelligence & Planning, vol. 15 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 December 1996

Rama Yelkur and Paul Herbig

Explains the globalization of new products with the help of a global new product development model. Attempts to provide a framework for the new product development process…

12978

Abstract

Explains the globalization of new products with the help of a global new product development model. Attempts to provide a framework for the new product development process, bearing in mind the increasing globalization of markets. Concludes that joint functioning of engineering, marketing, market research, R&D and management is needed from the first stage of product development.

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Journal of Product & Brand Management, vol. 5 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 March 1997

Paul Herbig and Rama Yelkur

The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on…

1132

Abstract

The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers have portrayed Hispanics, and looks into the tactics which advertisers use in order to market to that inherent market.

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Management Decision, vol. 35 no. 2
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 28 October 2009

Tomas A. Lopez‐Pumarejo and Myles Bassell

This paper explores the reasons for the increase in “outdoor advertising” (OA) expenditures worldwide and the impact of billboards on our cities. Since 2006, a portable device…

969

Abstract

This paper explores the reasons for the increase in “outdoor advertising” (OA) expenditures worldwide and the impact of billboards on our cities. Since 2006, a portable device that measures billboard exposure became widely available, thus setting up a rating system like that of other forms of media. Additionally, high‐resolution digital printing and state‐of‐the‐art electronic display units enabled a resurgence in the popularity of billboards. Corinthian‐pillared buildings, gothic archways, monuments, and colossal skyscrapers once defined the architectural landscape of our cities. Today outdoor advertising overpowers those landmark giants in the cities in which we live and work, as advertisers find it progressively more difficult to reach people through other media. Gargantuan billboards and other manifestations of this industry make this metamorphosis possible in urban and rural areas, from Harlem to Hong Kong.

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American Journal of Business, vol. 24 no. 2
Type: Research Article
ISSN: 1935-519X

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