Table of contents
BUSINESS TOOK THE WRONG LIFE CYCLE FROM BIOLOGY
C. Merle CrawfordBusiness has struggled for many years in an effort to utilize the product life cycle concept in marketing and business planning. Controversy has swirled around the concept…
NEW CRITERIA FOR CONCEPT EVALUATION
Edward M. TauberTraditional concept testing has reached a plateau. Researchers have learned to successfully predict trial but have not discovered a way to determine marketplace success or failure…
LINKING FUTURISTICS WITH MARKETING PLANNING, FORECASTING, AND STRATEGY
Ronald D. MichmanThroughout the 1960s the marketing concept was a dominant guideline that became a pervasive force within the entire organization. Strategic planning, with its emphasis on the…
HOW TO GET MORE BANG FROM YOUR TELEVISION BUCKS
Joseph O. EastlackWith continuing, apparently unending, television network media inflation, most major television advertisers are seeking more efficient ways to reach target consumers with their…
USING CONSUMER EXPECTATIONS AS AN INPUT TO PRICING DECISIONS
G. Ray FunkhouserMarketing textbooks tend to follow economic theory in their discussions of pricing, but in the real world pricing is an alchemical mixture of costs, competition and consumer…
FROM SELLING TO SALES MANAGEMENT: A DEVELOPMENTAL MODEL
Alan J. Dubinsky, Thomas N. IngramDespite the importance of developing sales personnel to become sales managers, virtually no attention has been given to this topic in the sales management literature. This paper…
THE UNDETECTED CAUSES FOR NEW PRODUCT FAILURE
Robert A. GraysonIf marketers generally know why new products fail, after the fact, and can hypothesize why most products fail, before the fact, why then are there so many failures? The author…
THE STRATEGIC PLATFORM AN ESSENTIAL MARKETING MANAGEMENT TOOL
Theodore KargerA strategic platform is the blue‐print for managing an established business or new product introduction. This article indicates the kinds of problems companies experience if they…
BETTER PRODUCT STRATEGY THROUGH ALERT CHANNEL MANAGEMENT
Bert RosenbloomGetting product strategies to work out as planned is a tough job. One of the most frequently overlooked factors needed for effective product strategy implementation is channel…
The Critical Communication Link‐Up In Global Marketing
Rodger DeRoseEfficient global communications are essential to a worldwide company. Johnson's Wax, with 45 overseas companies employing 12,000 persons recognizes the importance of an effective…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel