Business Commons^™

Sp351-C-A New Look At Marketing, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

One of the biggest concerns for today’s growing legion of entrepreneurs is how to successfully market a product or service to a highly discriminating public. This is especially true if your business is located in a rural setting. Rural business people have long faced marketing problems such as a small local customer base and limited advertising outlets due to their rural location. Furthermore, costs for transportation, power and labor are usually higher in rural areas than in the more urban parts of the country.

Advertising Research Issues From Ftc Versus Stouffer Foods Corporation, J. Craig Andrews, Thomas J. Maronick

Marketing Faculty Research and Publications

Extrinsic evidence is frequently offered in Federal Trade Commission advertising deception cases, most often in the form of advertising research, such as copy tests. Although generally accepted principles exist for copy test evidence presented before the Commission, how these principles are operationalized can provide fertile ground for challenges. Thus, the authors review six copy testing and ad interpretation issues from the recent Stouffer Foods case. The authors discuss difficult tradeoffs inherent in relative versus absolute claims, multiple claims, control ad groups, control questions, and disclosure information. The careful consideration of such trade-offs in advertising research decisions will help in the …

Learning Through International Strategic Alliances: Processes And Factors That Enhance Marketing Strategy Effectiveness, Gregory E. Osland, Attila Yaprak

Scholarship and Professional Work - Business

Intensified competitive, technological, and market pressures have made organizational learning a critical imperative in global strategy effectiveness. Firms can learn through experience and from three processes that involve other firms: imitation, grafting, and synergism. Interpartner learning has become critical, since experiential learning is insufficient for most firms. Responds to calls for a broadened role of marketing and synthesizes and extends research from organization behaviour and strategic management to the field of marketing to fuel further academic inquiry. Based on an extension of Chandler′s strategy‐structure‐performance paradigm, develops propositions on how the environment, organizational culture, strategy, and structure can affect a company′s …

Irish Marketing Review, Vol. 8, 1995, Unknown

Issues

The Irish Marketing Review deals with issues, developments, research and practice in marketing.