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Articles 1 - 30 of 113
Full-Text Articles in Marketing
소비자의 집단구성원에 대한 지각이 소비의사결정에 미치는 영향에 관한 연구, 영아 김
소비자의 집단구성원에 대한 지각이 소비의사결정에 미치는 영향에 관한 연구, 영아 김
Asia Marketing Journal
No abstract provided.
Brand Value-Up: 브랜드 진단 및 관리 모형 정립을 위한 시도, 영원 하, 성률 전, 익태 김, 김, 성민 홍
Brand Value-Up: 브랜드 진단 및 관리 모형 정립을 위한 시도, 영원 하, 성률 전, 익태 김, 김, 성민 홍
Asia Marketing Journal
No abstract provided.
대구은행의 지역밀착형 마케팅을 통한 위기극복 성공사례, 창조 유, 봉진 조, 종무 박
대구은행의 지역밀착형 마케팅을 통한 위기극복 성공사례, 창조 유, 봉진 조, 종무 박
Asia Marketing Journal
No abstract provided.
Lg홈쇼핑의 신뢰기반 고객서비스 활동에 관한 사례연구, 훈영 이, 의록 황, 종석 예
Lg홈쇼핑의 신뢰기반 고객서비스 활동에 관한 사례연구, 훈영 이, 의록 황, 종석 예
Asia Marketing Journal
No abstract provided.
한국소비자관점의 시장구조 파괴에 의한 시장개척, 주영 김, 서일 채, 필화 유
한국소비자관점의 시장구조 파괴에 의한 시장개척, 주영 김, 서일 채, 필화 유
Asia Marketing Journal
No abstract provided.
신화를 창출한 애니콜의 브랜드 전략, 소은 현, 민희 한, 종석 예
유한킴벌리의 공익연계마케팅, 성호 이, 의록 황, 길상 안
시장 진입순서 연구에 관한 통합적 접근, 서일 채, 준상 여, 계숙 한
The Effect Of Web Interface Features On Consumer Online Shopping Intentions, Jeffrey Sam Siekpe
The Effect Of Web Interface Features On Consumer Online Shopping Intentions, Jeffrey Sam Siekpe
Theses and Dissertations - UTB/UTPA
Amid the storm of hype over Internet adoption, it is observed that during the past years, organizations have taken considerable interest in eagerly acquiring computer hardware and software to implement electronic commerce (e-commerce) applications mostly to the detriment of human aspects of the information technology (IT) solutions (Freemantle, 2002; Lockwood & Lamp, 2000). Various Internet technologies, mostly the Web, have been implemented to offer online goods and services. Many credible estimates suggest that Internet buying and selling will account for close to $2 trillion of annual economic activity by 2004 (Citrin et al., 2003; Fry, 2000). While the promise of …
2003 December, Office Of Communications & Marketing, Morehead State University.
2003 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 2003.
To Pester Or Leave Alone: Lifetime Value Maximization Through Optimal Communication Timing, Xavier Dreze, Andre Bonfrer
To Pester Or Leave Alone: Lifetime Value Maximization Through Optimal Communication Timing, Xavier Dreze, Andre Bonfrer
Research Collection Lee Kong Chian School Of Business
The marketing literature has long acknowledged the importance of a customer’s lifetime value in customer relationship management. More recently, researchers have turned their attention to the links between satisfaction and both customer acquisition and retention strategies. In this paper, we are interested in understanding the impact of communication frequency on customer retention and ultimately on lifetime value. We develop a theoretical framework for managing a customer database and addressing the tradeoffs between value extraction and customer retention. An empirical application of this framework is conducted for permission-based email marketing in the entertainment industry. This application recognizes the customization ability underlying …
The Demand And Supply-Side Impact Of The Kimberly-Clark, Scott Paper Products Merger In The Facial Tissues Category, Andre Bonfrer, Jagmohan S. Raju
The Demand And Supply-Side Impact Of The Kimberly-Clark, Scott Paper Products Merger In The Facial Tissues Category, Andre Bonfrer, Jagmohan S. Raju
Research Collection Lee Kong Chian School Of Business
We investigate how market behavior changed in the facial tissues category, following the 1995/1996 Kimberly-Clark merger with Scott Paper Products in the paper products industry. The facial tissues category is of interest because the US Department of Justice (DOJ), anticipating reduced competition after the merger, imposed a consent decree, requiring that Scotts’ facial tissues brands be licensed out to a third party. We utilize a two-stage budgeting demand system developed by Deaton and Muellbauer (1980a), coupled with general form supply-side first order conditions to compare demand and competitive behavior before and after the merger. Our findings indicate that the merger …
Kill A Brand, Keep A Customer, Nirmalya Kumar
Kill A Brand, Keep A Customer, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
Kill a Brand, Keep a CustomerMost brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur.That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the …
2003 November, Office Of Communications & Marketing, Morehead State University.
2003 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 2003.
The Power Of Interfacing Departments In Shaping B2b Customer Satisfaction, Srinivas Durvasula, Steven Lysonski, Subhash C. Mehta
The Power Of Interfacing Departments In Shaping B2b Customer Satisfaction, Srinivas Durvasula, Steven Lysonski, Subhash C. Mehta
Marketing Faculty Research and Publications
Extant research identifies service quality and service encounter perceptions as the key determinants of satisfaction. However, no study in a business-to-business environment has examined the simultaneous effect of these two determinants on overall satisfaction. Hence, we do not know which of these two determinants has a stronger impact on service satisfaction. We investigated this issue by collecting data from shipping managers of several firms in Singapore that used the services of ocean freight shipping companies. Results of path analysis indicate that perceptions of service encounters have a relatively stronger impact compared to service quality. Implications of these results are discussed.
2003 October, Office Of Communications & Marketing, Morehead State University.
2003 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 2003.
The Enhancement Bias In Consumer Decisions To Adopt And Utilize Product Innovations, Shenghui Zhao, Robert J. Meyer, Jin K. Han
The Enhancement Bias In Consumer Decisions To Adopt And Utilize Product Innovations, Shenghui Zhao, Robert J. Meyer, Jin K. Han
Research Collection Lee Kong Chian School Of Business
The ability of consumers to anticipate the value they will draw from new product generations that expand the capabilities of incumbent goods is explored. Drawing on previous research in affective forecasting, the work explores a hypothesis that consumers will frequently overestimate the benefits they envision drawing from new added product features and underestimate the learning costs required to realize those benefits. This hypothesis is tested using a computer simulation in which subjects are trained to play a Pacman-like arcade game where icons are moved over a screen by different forms of tactile controls. Respondents are then given the option to …
Store Brands: Who Buys Them And What Happens To Retail Prices When They Are Introduced?, Andre Bonfrer, Pradeep K. Chintagunta
Store Brands: Who Buys Them And What Happens To Retail Prices When They Are Introduced?, Andre Bonfrer, Pradeep K. Chintagunta
Research Collection Lee Kong Chian School Of Business
In this paper we study store brand demand behavior by examining a panel of household level and store-level data in five stores located in a competing market area. We seek to address three fundamental questions from this data. First, is there a link between store loyalty and brand loyalty? Second, does store loyalty raise store brand choice probabilities? Third, if a store brand is introduced into a category, what happens to the retail prices of the incumbent brands in the category? We find that store loyalty is negatively associated with brand loyalty, and that store loyalty increases the likelihood of …
관람동기를 기준으로 한 엔터테인먼트 산업간 경쟁구조 분석에 관한 연구, 찬경 김, 현주 최
관람동기를 기준으로 한 엔터테인먼트 산업간 경쟁구조 분석에 관한 연구, 찬경 김, 현주 최
Asia Marketing Journal
No abstract provided.
소비자의 분할가격에 대한 반응에 있어서 묶음화 전략 유형별 차이, 남기 조
소비자의 분할가격에 대한 반응에 있어서 묶음화 전략 유형별 차이, 남기 조
Asia Marketing Journal
No abstract provided.
웹사이트 신뢰도, 만족도, 친숙도가 구매의향에 미치는 상호조절 역할에 관한 연구, 성준 윤, 주호 김, 미영 백
웹사이트 신뢰도, 만족도, 친숙도가 구매의향에 미치는 상호조절 역할에 관한 연구, 성준 윤, 주호 김, 미영 백
Asia Marketing Journal
No abstract provided.
라이프스타일 유형에 따른 지각된 서비스품질이 재구매 의사와 로열티에 미치는 영향에 관한 연구, 명식 이, 천규 최
라이프스타일 유형에 따른 지각된 서비스품질이 재구매 의사와 로열티에 미치는 영향에 관한 연구, 명식 이, 천규 최
Asia Marketing Journal
No abstract provided.
브랜드자산 형성과정의 재정립, 구현 원
Direct Marketing Of Agroforestry Products, Stefanie Aschmann
Direct Marketing Of Agroforestry Products, Stefanie Aschmann
Agroforestry Notes (USDA-NAC)
Agroforestry can enhance cash flow on many farms through the production of high-value forest products. The greatest challenge, however, is often marketing rather than production. Unlike commodity crops that have a readily available, but relatively uncompromising, market; the market for some agroforestry products is not always apparent. Landowners may need to take an active role in marketing to reap the benefits of their production. Producer goals, resources, and products, as well as local customer needs and habits usually dictate marketing strategies. This Note describes several different direct marketing strategies that might be used to market agroforestry products. Many variations on …
Modeling The Clickstream: Implications For Web-Based Advertising Efforts, Patrali Chatterjee, Donna L. Hoffman, Thomas P. Novak
Modeling The Clickstream: Implications For Web-Based Advertising Efforts, Patrali Chatterjee, Donna L. Hoffman, Thomas P. Novak
Department of Marketing Faculty Scholarship and Creative Works
In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and nonlinear, and the differential effect of each successive ad exposure is initially negative, though nonlinear, and levels off at higher levels of passive ad exposures. Further, significant correlations between session and consumer click proneness and banner exposure sensitivity suggest gains from repeated banner exposures when consumers are less click prone. For a particular number of sessions, more …
Breaking Up Is Hard To Do: The Dissolution Of Business Relationships In The Global Market Place, Jennifer A. Pope
Breaking Up Is Hard To Do: The Dissolution Of Business Relationships In The Global Market Place, Jennifer A. Pope
Theses and Dissertations - UTB/UTPA
Richard Caves (1998) states that “dead business units tell no tales” (p. 8), and by extension one could argue that dead business relationships also tell no tales. However, it is the purpose of this dissertation to tell the tales of multiple dead business relationships in hope that other businesses can learn from their mistakes. Business relationships have been and continue to be a vital part of business. With the globalization of the economy, most, if not all, businesses will have some form of international contact. For businesses with limited resources or no experience often the most efficient means to expand …
The Development Of Interfirm Partnering Competence: Platforms For Learning, Learning Activities, And Consequences Of Learning, Jean L. Johnson, Ravipreet S. Sohi
The Development Of Interfirm Partnering Competence: Platforms For Learning, Learning Activities, And Consequences Of Learning, Jean L. Johnson, Ravipreet S. Sohi
Department of Marketing: Faculty Publications
This study investigated factors within the firm that encourage organizational learning activities. The authors suggest that when the appropriate factors are present, the firm will more likely engage in learning activities integral in the development of interfirm partnering competence. The conditions for building partnering competence are found in the firm's culture and climate in the form of learning intent, receptivity, and transparency. In addition, the authors suggested that learning-related activities would generate some positive influence on specific interfirm relationships (IFRs). The authors tested these ideas on data from a multiindustry mail survey. Results largely conformed to expectations. The platform variables, …
2003 September, Office Of Communications & Marketing, Morehead State University.
2003 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 2003.
Reasoning About Competitive Reactions: Evidence From Executives, David B. Montgomery, Marian Chapman Moore, Joel E. Urbany
Reasoning About Competitive Reactions: Evidence From Executives, David B. Montgomery, Marian Chapman Moore, Joel E. Urbany
Research Collection Lee Kong Chian School Of Business
Much of the empirical research on competitive reactions describes how or why rivals react to a firm’s past actions, but stops short of examining whether managers attempt to predict such reactions, which we call strategic competitive reasoning. In three exploratory studies, we find evidence of managers’ thinking about competitors’ past and future behavior, but little incidence of strategic competitive reasoning. Competitive intelligence experts and other experienced managers assessment of the results suggests the relatively low incidence of strategic competitor reasoning is due to perceptions of low returns from anticipating competitor reactions more than to the high cost of doing so. …
Sheep Updates 2003 - Plenaries, Ashley Mercy, David Scobie, Neil Buchanan, Kevin Bell, John Milton, Graeme Martin, Bob Hall, Maurie Stephen, Rob Woodgate
Sheep Updates 2003 - Plenaries, Ashley Mercy, David Scobie, Neil Buchanan, Kevin Bell, John Milton, Graeme Martin, Bob Hall, Maurie Stephen, Rob Woodgate
Sheep Updates
This session covers eight papers from different authors:1. Biosecurity in the sheep industry will improve production and profits Ashley Mercy, Department of Agriculture, Western Australia 2. Easy care sheep David Scobie, AgResearch, PO Box 60 Lincoln, 8152, New Zealand 3. Targeting the market’s requirements - live sheep exports Neil Buchanan, Manager Animal Health Operations, Primary Industries & Resources, South Australia 4. Setting flock breeding objectives Kevin Bell, Sheep Management and Production Consultants, Kojonup WA 5. Future feeding of sheep in Western Australia John Milton and Graeme Martin, The University of Western Australia 6. Recipe for getting back into Sheep Bob …