The aim of the article was to draw attention to the significance of one of the forms of non-price competition, which is creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of global brands has become a primary objective of the...

The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References

The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences

The following sections are included:IntroductionHistory of market structures using cross-elasticities in economicsHistory of market structures using cross-elasticities in marketingHistory of market structures based on asymmetric competitionHistory of market structures using multi-attribute...

The following sections are included:IntroductionAnalytical models of strategic branding decisions and brand equityEmpirical modelsDiscussion and conclusionReferences

The following sections are included:IntroductionStream 1: Models of advertising elasticityStream 2: Models of advertising carryover and dynamicsStream 3: Models of ad frequencyStream 4: Models of advertising contentStream 5: Field experiments of the effects of advertisingSummaryReferences

New products have been a key focus of research in marketing for decades. As such, there is a huge literature associated with (and numerous books on) the subject, which makes it impossible to provide a comprehensive treatment in this short chapter. To provide some focus, this chapter concentrates...