Marketing Commons^™

Cross-Cultural Acceptance Of The Euro: Assessing The Effectiveness Of Public Information Marketing, Steven W. Staninger

Copley Library: Faculty Scholarship

The introduction of the euro currency is a major social, cultural, and economic event in the history of Europe. A massive public information marketing campaign has failed to encourage widespread acceptance of the new currency. This paper analyzes the reasons for this failure, and suggests strategies for future campaigns.

The Influence Of Firm Dispositions On Interfirm Relationship Formation In Business Markets, Jean L. Johnson, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

The central premise of this paper is that firm level characteristics or behavioral traits, referred to as predispositions, influence how the firm behaves and interacts in its interfirm relationships (EFRs). This augments traditional approaches that focus on the intra-relationship perspective and/or on environmental influences on the relationship. Firm predispositions of strategic intent and relational proclivity are expected to individually, and in combination, increase the extent of connectedness between partners in interfirm relationships. In turn, through connectedness, they affect relationship effectiveness in terms of reciprocity, information exchange, and cooperation. Results indicated that the predispositions increased connectedness, but combinational effects were not …

서비스 복구접점에서의 고객만족과정에 관한 연구, Ho Jung Lee

Asia Marketing Journal

No abstract provided.

What The Complainant Expects : A Study Of Car Users, D P S Verma, Gunjeet Kaur

IIMB Management Review

No abstract provided.

Successful Branding By Pran K Choudhury, Universities Press, 2000., Vijay G Vancheswar

IIMB Management Review

Successful Branding is a good amalgam of real-life Indian case studies which highlight the role of branding in successful marketing. While most of the cases revolve around fast moving consumer brands, given the sensitivity of this category to market perceptions, houdhury does provide interesting cases of brand creation in low interest category commodity products such as cement(Ambuja Cement) and intermediate products such as denim (Arvind Mills).

소비자의 개인주의 / 집단주의 성향이 제품평가단서 지각과 정보탐색행동에 미치는 영향에 관한 연구, Yun Yong Hwang

Asia Marketing Journal

No abstract provided.

전자상거래에서 디지털제품과 물리적제품의 소비자채택에 대한 실증 연구, Hyo Gun Kym, Seo Young Kwon, So Ra Kang

Asia Marketing Journal

No abstract provided.

The Millennium Business Quiz Book By Debashis Sarkar, Sage Response Books, 2001., N Dayasindhu

IIMB Management Review

No abstract provided.

Handbook Of Marketing Scales : Multi-Item Measures For Marketing And Consumer Behavior Research (2nd Ed.) By William O Bearden And Richard G Netemeyer, 1998., Mithileshwar Jha

IIMB Management Review

No abstract provided.

The Resource-Based View And Marketing: The Role Of Market-Based Assets In Gaining Competitive Advantage, Rajendra Kumar Srivastava, Liam Fahey, H. Kurt Christensen

Research Collection Lee Kong Chian School Of Business

This article posits a framework that shows how market-based assets and capabilities are leveraged via market-facing or core business processes to deliver superior customer value and competitive advantages. These value elements and competitive advantages can be leveraged to result in superior corporate performance and shareholder value and reinvested to nurture market-based assets and capabilities in the future. The article also illustrates how resource-based view (RBV) and marketing considerations in the context of generating and sustaining customer value can refine and extend each other's traditional frames of analysis. Finally, the article posits a set of research directions designed to enable scholars …

소비후의 감정과 성과지각에 대한 기대감정과 소비과정행동의 효과, Nak Hwan Choi, Kwang Jin Na

Asia Marketing Journal

No abstract provided.

제품평가에 있어서 전문성에 따른 단서효과, Nak Hwan Choi, Jin Ryeol Lee, Kwang Jin Na

Asia Marketing Journal

No abstract provided.

2001 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for December of 2001.

Scripted Thought: Processing Korean Hancha And Hangul In A Multimedia Context, Nader T. Tavassoli, Jin K. Han

Research Collection Lee Kong Chian School Of Business

We compare the cognitive processing of words written in alphabetic scripts with the cognitive processing of words written in logographic scripts. We suggest that the processing of words written in alphabetic scripts relies more heavily on the storage of--and the serial rehearsal properties of--short-term memory's phonological loop. In contrast, the processing of words written in logographic scripts relies more on the storage of--and the spatial-relational rehearsal properties of--visual short-term memory. A series of three experiments investigates implications of these processing differences within a single language, Korean, where words can be written in the alphabetic Hangul or in the logographic Han-cha. …

2001 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for November of 2001.

2001 October-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from October to December of 2001.

Editor's Statement, J. Craig Andrews

Marketing Faculty Research and Publications

It has been almost nine years since I concluded my term as the fifth editor of Journal of Public Policy & Marketing (JPP&M). As indicated in my outgoing “Editor’s Statement” (2001), I consider it a tremendous honor to have served as editor for a journal that has evolved into one of the leading outlets for scholarly work in the marketing field. However, as most former editors will acknowledge, it can be best described as an ever-changing journey, with peaks and valleys in the evolution process. Therefore, the purpose of this article is to reflect on my tenure and background, my …

2001 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for October of 2001.

Almonds Western Australia, Andrew Quinn, David Pocock

Horticulture published reports

The Almond industry 1s one of the less explored new industry options in Western Australia, despite offering one of the more significant opportunities for expansion and market development. Previous attempts to expand the industry have met with little progress primarily because of the small orchard areas planted, limited economies of scale, significant impact by birds and absence of a local processing plant.

Global Almond exports exceed US$1 billion per annum and are dominated by California. Almond products are traded in the international commodity market with prices primarily set by the USA.

Critical to the development of the industry in Western …

Revenue Management: Hard-Core Tactics For Profit-Making And Market Domination By Robert G. Cross, Hyderabad: Universities Press India, 1999., Syamal K Ghosh

IIMB Management Review

No abstract provided.

Labyrinths: Peculiarities Of Industrial Marketing In India, V Kishore Kumar

IIMB Management Review

A few years ago, the Marketing Director of Lube-Alloy1, an American company specializing in lubricants, visited India. His objective — was to get an order for a special lubricant developed by his company for heavy earth moving machinery. For one month, he shuttled between offices of machinery manufacturers, headquarters of mining companies, their subsidiaries, mining projects, offices of oil companies and government offices. A month after he set foot in India, he hadn’t obtained even a trial order for his lubricant.

기술적 대체를 반영한 확산모형에 대한 연구, Se Hoon Park

Asia Marketing Journal

No abstract provided.

판매원의 적응판매행동에 대한 목적지향성의 효과, Byung Ryul Bae

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑몰에 대한 고객애호도의 결정요인, Jang Woo Lee, Hyun Kyung Kim, Moon Kyu Lee

Asia Marketing Journal

No abstract provided.

Shombit Sen Gupta: Brands And The Art Of Living, P N Thirunarayana, Mithileshwar Jha, Y L R Moorthi

IIMB Management Review

No abstract provided.

2001 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for September of 2001.

인터넷 서비스접점 만족에 관한 연구, Sang Kyu Park, Gu Hyun Won

Asia Marketing Journal

No abstract provided.

관계지향성의 구성요인 및 원인과 성과에 관한 연구, Nak Hwan Choi, Young Ah Kim, Ho Jung Lee

Asia Marketing Journal

No abstract provided.

상표별 고려상표군 크기에 따른 가격수용범위 차이측정, Young Sik Kwak, Jae Weon Hong, Ji Won Peck

Asia Marketing Journal

No abstract provided.

Consumer Decision Making In A Multi-Generational Choice Set Context, Namwoon Kim, Rajendra K. Srivastava, Jin K. Han

Research Collection Lee Kong Chian School Of Business

Most new product adoption models have focused on single-generation products. Only recently have researchers begun to focus on the importance of analyzing consumers' purchase demands in multi-generation products. This paper proposes a model that incorporates both initial and repeat purchases and allows for leap-frogging behavior for multi-generation technological products. Whereas most new product adoption models are based on aggregate market sales, the proposed model is estimated and validated on individual consumer data. Within a logistical modeling framework, the model combines a purchase incidence (buy/not buy) component and generation choice components for each time period. These model components allow for individual …