Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.

Business faces formidable challenges in the 1990s. With these challenges will come greater requirements for relevant market information, quality offerings, increased productivity, leadership, and consumer orientation. As new technology and computers are designed to help meet the...

Social values represent desired end states of being or desirable behaviors such as self‐respect, warm relations with others, or excitement. These abstract social cognitions help shape product attitudes and through them guide overt behavior. Empirical research has supported this theoretical...

Points out that since consumers are seldom familiar with all the competing brands or the attributes of these brands, brand uncertainty exists in every market. Presents theoretical and empirical evidence from several disciplines to demonstrate that brand uncertainty affects brand attitudes and...

Due to increasing global competition, the issue of country‐of‐origin has received a great deal of attention recently. Examines country‐of‐origin image stereotyping by businesspeople in the Gulf States of the Middle East. Assesses the attitude of businesspeople toward various products of...

Points out that, although blind tests have generally revealed that consumers can detect little difference between store brand and national brand products, private brands still only have a small market share (14.9 percent). Using an environmental psychology model as the study framework, which...

Provides a new way to look at competitive brand strategy through analysis of switching, where the only data required are market‐level brand‐switching matrices. The parameters indicate, for each brand, the degree to which it insulates itself from competition. Shows empirically that this...

Using a sample of 872 shoppers and data for 14 products, tests the degree to which extrinsic cue reliance differs between “store brand” versus “non‐store brand” prone consumers. Results indicate that store brand prone consumers exhibit significantly less reliance on extrinsic cues in...

Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as early as possible. Notes that, while companies have adopted cross‐functional product development teams, integrating...

Understanding the store brand buyer is a central issue for strategic brand management because of the increasing market shares of private label products. Offers an analytical framework and introduces a behavioral approach for understanding what makes consumers more responsive to store products....