Problems and Challenges in Social MarketingJan 1, 1981 Paul N. Bloom and William D. Novelli, 1981, 81-101
Applies conventional marketing approaches to analysis of problems facing social agencies and organizations in eight decision-making areas.
Services Marketing: New Insights from Consumers and ManagersJan 1, 1981 Eric Langeard, John E. G. Bateson, Christopher H. Lovelock, and Pierre Eiglier, 1981, 81-104
Based on a survey of service firm field managers and customers, examines willingness of customers to participate in delivery of services, field managers' understanding of their customers' needs, and organizational relationships in service businesses.
The Effect of Manufacturer Advertising on Retail PricingJan 1, 1981 Mark S. Albion and Paul W. Farris, 1981, 81-105
Evaluates the relationship between manufacturer advertising and retail gross margins using information on 488 brands in 51 product categories sold through a supermarket chain.
Triggers to Customer Action—Some Elements in a Theory of Promotional InducementJan 1, 1981 Eugene R. Beem and H. Jay Shaffer, 1981, 81-106
Discusses what promotional inducements are, how they work in the promotion mix, and factors that affect their efficiency and effectiveness.
Viewers’ Perceptions of Prime Time Television Advertising and Characteristics of Commercials Perceived as InformativeJan 1, 1981 David A. Aaker, Donald E. Bruzzone, and Donald Norris, 1981, 81-103
Factor analyzes data base consisting of mail survey evaluations of television commercial story boards; also evaluates relationship of perceived informativeness to 19 characteristics of commercials.