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On the strategic use of attention grabbers
Eliaz, Kfir; Spiegler, Ran - In: Theoretical economics : TE ; an open access journal in … 6 (2011) 1, pp. 127-155
When a firm decides which products to offer or put on display, it takes into account the products' ability to attract attention to the brand name as a whole. Thus, the value of a product to the firm emanates from the consumer demand it directly meets, as well as the indirect demand it generates...
Persistent link: https://www.econbiz.de/10011695060
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Understanding prices at art auctions : a conceptual framework for the auction price mechanism
Noll, Laura - 2022
ambiguities between theory and practice and elucidate the role of marketing for auction prices. The result is a conceptual …, this thesis inspires marketing and pricing in other industries. …
Persistent link: https://www.econbiz.de/10013450820
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Product innovation and product innovation marketing: theory and microeconometric evidence
Kaiser, Ulrich - 2001
the innovating firm invests in marketing, so that consumers become aware of the newly developed product. Firms first … theoretical model are that both the marketing of a product innovation and a firm?s propensity to introduce an innovation decrease … a positive effect on product innovation and marketing effort. These findings are tested empirically using survey data …
Persistent link: https://www.econbiz.de/10010297768
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An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK
Dimitrova, Kristina Krasimirova; MacKay, Steve - In: International Journal of Online Marketing (IJOM) 7 (2017) 2, pp. 23-41
High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been...
Persistent link: https://www.econbiz.de/10012046814
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Competitive targeted marketing
Jo, Hang-Hyun; Kim, Jeong-Yoo - 2012
In this paper, we consider two firms diffusing incompatible technologies and their decision of consumer targeting. The technology adoption is made in two steps. First, once the firms sell their products to their respective targeted consumer, the technology is diffused successively by...
Persistent link: https://www.econbiz.de/10010332486
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Visits to the Client when Tendering for Consulting Contracts: Sourcing Information or Influencing the Client?
Svensson, Roger - 2000
Consulting firms (CFs) sell services on a project basis to many clients and must therefore continuously tender for new contracts. One frequently used strategy by CFs is to visit the clients in connection to the tenders. The reason to the visits is either: 1) to influence the client in his...
Persistent link: https://www.econbiz.de/10010334739
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A new model for the alignment of almost balanced sales territories
Skiera, Bernd; Jordan, Carsten - 1996
The sales territory alignment problem deals with the question of how to align a number of sales coverage units (usually zip-codes or political districts) to sales territories. These sales territories are usually aligned in a way that they are almost balanced relative to one or several attributes...
Persistent link: https://www.econbiz.de/10011583008
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Market segmentation with choice-based conjoint analysis
DeSarbo, Wayne S.; Ramaswamy, Venkatram; Cohen, Steven H. - 1995
Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical …
Persistent link: https://www.econbiz.de/10009476603
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The relationship between the marketing mix and share of category requirements
Bhattacharya, C. B.; Fader, Peter S.; Lodish, Leonard M.; … - 1996
A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that … period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing …-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is …
Persistent link: https://www.econbiz.de/10009476604
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A spatial interaction model for deriving joint space maps of bundle compositions and market segments from pick-any/J data: An application to new product options
DeSarbo, Wayne S.; Ramaswamy, Venkatram; Wedel, Michel; … - 1996
We propose an approach for deriving joint space maps of bundle compositions and market segments from three-way (e.g., consumers x product options/benefits/features x usage situations/scenarios/time periods) pick-any/J data. The proposed latent structure multidimensional scaling procedure...
Persistent link: https://www.econbiz.de/10009476605