Marketing Commons^™

Irish Marketing Review, Vol. 16, No.1, 2003, The Marketing Institute

Issues

The Irish Marketing Review deals with issues, developments, research and practise in marketing. This is a special issue on " boundaries and interfaces in marketing ".

Tabletop Display, A Look At The System Of Design, Kristi Schmeling

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Crimson Eagle Global Enterprise, Scott Edward Bechtle

Theses Digitization Project

This project for Crimson Eagle Global Enterprise is the initial step in developing a strategic business plan. The traditional business plan contains many sections (business description, marketing, competition, operating procedures, personnel, business insurance, and finacial data). Using a different style, this project simply highlights those sections, rather than going into detail.

The Advertising Campaign For The Diamond Brand, A Thai Whisky, Focusing On Three Provinces Of Northern Thailand, Rattanawadee Wongtee

Theses Digitization Project

The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."

Annual Report 2002-2003, Imsa Fund

IMSA Fund Reports

Reeling from an unprecedented eleventh-hour $2.5 million reduction to its state-appropriated operating budget for fiscal year 03, IMSA began the 2002-03 year by making the difficult decisions required. The Board of Trustees cut staff positions, cut the salaries of all remaining employees, increased student fees by 43%, accessed temporary or one-time revenue sources, and reduced programs and services for IMSA students, Illinois educators and other Illinois students.

In the aftermath of the reduction, the IMSA community rallied, choosing once again to stand up and be trailblazers, acting to preserve the academic integrity and distinctiveness of its remaining internal and statewide …

2003 January-May, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to May of 2003.

On Researching Music In Everyday Life:Assessing The Musician As Producer Of Commercialised Music, Alan Bradshaw, Roger Sherlock, Pierre Mcdonagh

Articles

Adorno & Horkheimer (1998) argue that the Culture Industry generates cultural artefacts that fail to develop human consciousness and hence support the domination of the capitalist system. Steinert (2003) states that the pressures facing musicians to negotiate between the demands of the culture industry and the traditional role of the artist generates a fundamental contradiction within art which is symbolically enacted through artistic production. This study, which draws on on-going postgraduate research aims to develop a research framework that investigates how musicians negotiate this contradiction. The study considers if a more reflexive approach to art exists, typified by the Pop …

On Researching Music In Everyday Life, Assessing The Musician As Producer Of Commercialised Music, Roger Sherlock, Alan Bradshaw, Pierre Mcdonagh

Conference papers

Competitive paper delivered to European Association for Consumer Research Conference hosted by Dublin City University Business School.

Japanese Attitudes Toward American Business Involvement In Japan: An Empirical Investigation Revisited, Syed H. Akhter, Toshikazu Hamada

Marketing Faculty Research and Publications

Generation Xers in Japan continue to draw increasing attention not only because they constitute a promising segment for many products and services but also because they are expected to play a critical role in shaping their country’s political and economic relations with other countries. This paper examines their attitudes toward US products, businesses, and government. It also examines their behavioral intentions and their expectations of their government in terms of managing American business involvement in Japan. Findings and implications are presented.

Should Marketing Managers Be Concerned About Attitudes Towards Marketing And Consumerism In New Zealand: A Longitudinal View, Steven Lysonski, Srinivas Durvasula, John Watson

Marketing Faculty Research and Publications

New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid-1980s. Marketing managers are particularly interested in the views of consumers about issues dealing with marketing activities. Negative views could signal consumer backlash against free market activities. This study examines the views of consumers from 1986 to 2001 on a range of issues dealing with marketing and consumerism. The results clearly show that consumers are less negative about marketing and consumerism issues since 1986. It seems likely that New Zealand has evolved in terms of the consumerism life cycle over the last 15 years. …

The Playmasters (Book Review), Joshua Shuart

WCBT Faculty Publications

Book review by Joshua Shuart.

Ham, Eldon L. The Playmasters: From Sellouts to Lockouts-An Unauthorized History of the NBA. Lincolnwood, IL: Contemporary Books, 2000. ISBN 9780809226023

Integrated Marketing Communications At Harlequin Enterprises: The Marketing Of Happily Ever After, Pamela M. Dungee

Seton Hall University Dissertations and Theses (ETDs)

No abstract provided.

The Effects Of Employee Service Quality Provision And Customer Personality Traits On Customer Participation, Satisfaction, And Repurchase Intentions, Jeannie Denise John

LSU Doctoral Dissertations

This research investigates customer-employee interaction during service encounters, and whether the relationships between customer personality traits and quality of the employee’s service delivery will impact the customer’s participation, satisfaction, and repurchase intentions. Consumer personality is differentiated in terms of the self-monitoring (Snyder 1987) and locus of control (Rotter 1966) traits. Service quality provision is manipulated in terms of technical versus functional quality inputs, and whether these inputs are provided in a positive (i.e., good/superior) or negative (i.e., bad/poor) manner. These manipulations yield four combinations of service quality inputs: 1) positive technical and functional quality inputs; 2) positive technical, but negative …

Strategic Planning, Hypercompetition, And Knowledge Management, Syed H. Akhter

Marketing Faculty Research and Publications

When both product and
resource markets are turbulent
and disruptive, competitive
advantage has to be continually
renewed. But a firm can do this only
by managing its knowledge. Using two
elements of strategic planning—scenario
building and internal situation analysis—
managers can map and integrate knowledge to
gain a sustainable competitive edge in today’s
hypercompetitive markets.

Alcohol Restraint Television Advertisements Targeted At Adolescents : A Three-Way Comparison Of Reinforcement Styles On Attitude To The Advertisement, Attitude To The Cause And Attitude To The Act, Neil Robinson

Theses: Doctorates and Masters

Adolescent binge-drinking is an area of great concern in Australia as it is with many other developed countries around the world. Every year in Australia, Commonwealth and State health authorities invest considerable resources into trying to address this issue and the results have been described as being at best, mixed. Health promotion initiatives such as school programmes, media promotion and health programmes coupled w1th restrictions on supply of alcohol are all used to try and curb the incidence of adolescent binge drinking. In recent years television advertising has specifically been used to try and curb the incidence of adolescent binge-drinking …

The Independent Rep As A Source Of Competitive Advantage: An Actionable Scale For Rep Selection, Kathleen H. Gruben, Barbara J. Coe

Marketing: Faculty Publications

This study develops a scale that offers an actionable approach for suppliers’ use in selecting their reps. Rep selection is the critical first step suppliers take in developing profitable, long-term relationships with retailers. Retailers’ loyalties are often bestowed on the rep, rather than the supplier. As identified in the study, the rep needs to be professional, accommodating, ethical, sensitive, and compassionate to satisfy the retailer. The scale provides suppliers a technique for measuring these characteristics. Prior to this scale, no instrument was available to measure these characteristics, which increase the retailer’s likelihood of developing loyalty.

Marketing Ireland In The Face Of Adversity., Angela Wright

Theses

This study is an examination of the factors which influence the success or failure of the tourism industry in Ireland. This research incorporates the views, opinions, and commentaries of leading figures in each sector of importance for this key industry within the Irish economy. An examination of various bodies charged with the management of the Irish tourism industry, since its inception as a recognised commercial entity, is included in this study. This research highlights the confusion that has surrounded the constitution, mandate, and nomenclature of these national management bodies in recent times.

A significant finding of this study is that, …

Brand Development By Small Firms, Aoife Hackett

Theses

The thesis explores the process of developing and managing brands. Particular emphasis is placed on how small enterprises gain recognition and acceptance for brands, the obstacles they encounter and how they surmount these obstacles.

In a review of the literature, brand management strategies and the value of brand loyalty to a business were discussed. Brand equity and measurement and measures of brand equity were also reviewed.

Interviews were conducted with large successful firms to discover arrangements and processes they employ to maintain market support, to extend the coverage or application of their brands to new product versions or new segments, …

A Study Of The Growth Potential That Lies Within Regional Asian And Hispanic Consumer Markets For New Jersey's Horse Racing Industry, Amy E. Silver

Seton Hall University Dissertations and Theses (ETDs)

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An Empirical Investigation Into The Relationship Between Computer Self-Efficacy, Anxiety, Experience, Support And Usage, Mary Helen Fagan, Stern Neill, Barbara Ross Wooldridge

Marketing

Organizations make significant investments in information technology. However, if individuals do not use information system applications as anticipated, successful implementation can be hard to achieve. In order to investigate some key factors thought to affect an individual's use of information technology, this study draws on Bandura's Social Cognitive Theory (SCT), Triandis's Theory of Interpersonal Behavior (TIB), and the computer anxiety literature to develop its conceptual model and research hypotheses. An empirical investigation (n=978) found support for the majority of the hypotheses. As suggested by SCT, experience and support were positively related to computer self-efficacy, and computer self-efficacy was negatively related …

2003 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for January of 2003.

An Empirical Model Of Price And Quality Effects Of E-Commerce, Scott E. Sampson, Kendall Hulet

Faculty Publications

During the e-Commerce boom of the late 1990s it was predicted that the Internet would have a significant impact on prices of various goods and services. Whether the net impact would he positive or negative was harder to forecast, there being opposing effects. We develop a model that describes some of those effects, including information asymmetry, search costs, price dispersion, trust premiums, and convenience premiums. The model is discussed, and a major portion is statistically tested with empirical data. As an exploratory gesture, the model is extended to consider product quality effects of online shopping. The final section concludes with …

The Integrated Networks Model: Explaining Resource Allocations In Network Markets, Judy K. Frels, Tasadduq Shervani, Rajendra Kumar Srivastava

Research Collection Lee Kong Chian School Of Business

The last decade has witnessed a shift from a focus on the value created by a single firm and product to an examination of the value created by networks of firms (or product ecosystems) in which assets are comingled with external entities. The authors examine these market-based assets in the context of network markets and propose an Integrated Networks model in which three types of networks-user, complements, and producer-add value or enhance the attractiveness of the associated focal product. The authors empirically test the proposed model by surveying information technology professionals on their resource allocation decisions regarding the Unix and …