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Adapting to "word of mouse"
Gelb, Betsy D.; Sundaram, Suresh - In: Business horizons 45 (2002) 4, pp. 21-25
Persistent link: https://www.econbiz.de/10006174455
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When Your Competitor Turns Obstructionist
Gelb, Betsy D.; Hayes, Linda - In: Business horizons 40 (1997) 2, pp. 33-39
Persistent link: https://www.econbiz.de/10006206419
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Selling Your Service Business
Gelb, Betsy D. - In: Business horizons 38 (1995) 6, pp. 71-76
Persistent link: https://www.econbiz.de/10006217511
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FIELDWORK - The Marketing Consequences of Competitor Lawsuits - The marketing implications of litigation are often not factored into the decision to take legal action -- But they s...
Gelb, Betsy D.; Bush, Darren - In: MIT sloan management review 47 (2006) 2, pp. 21-23
Persistent link: https://www.econbiz.de/10006228680
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Observations - Hispanic-targeted Advertising: More Sales? This study uses sales data to evaluate whether a Hispanic-targeting plus general advertising policy is superior to a gener...
Torres, Ivonne M.; Gelb, Betsy D. - In: Journal of advertising research 42 (2002) 6, pp. 69-76
Persistent link: https://www.econbiz.de/10006507770
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Observations - "Market Patriotism": Advertising Dilemma - Should an advertiser focus communication on patriotic themes or associations in this time when so many others are doing so...
Gelb, Betsy D. - In: Journal of advertising research 42 (2002) 1, pp. 67-70
Persistent link: https://www.econbiz.de/10006509566
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SPECIAL ISSUE: YOUTH RESEARCH - OBSERVATIONS - Gaining "Bonus Customers" by Stretching the Market
Gelb, Betsy D. - In: Journal of advertising research 41 (2001) 5, pp. 73
Persistent link: https://www.econbiz.de/10006510817
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OBSERVATIONS - Republican Brands, Democrat Brands Can a brand be perceived by consumers as Republican or Democrat? Advertisers may well be associating a brand with a political part...
Gelb, Betsy D.; Sorescu, Alina B. - In: Journal of advertising research 40 (2000) 1-2, pp. 95-102
Persistent link: https://www.econbiz.de/10006516451
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OBSERVATIONS - "Subtle Servant": A Theme for the Next Decade - Should advertising celebrate what the product will free up the user from handling him- or herself? Yes, says the auth...
Gelb, Betsy D. - In: Journal of advertising research 39 (1999) 5, pp. 51-54
Persistent link: https://www.econbiz.de/10006517865
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Advertising to Increase Effectiveness of Use
Gelb, Betsy D. - In: Journal of advertising research 38 (1998) 1, pp. 71-74
Persistent link: https://www.econbiz.de/10006523604