Summaries of papers and discussions dealing with entry, positioning, and distribution strategies; counterpoints business and academic perspectives.
Summaries of eight presentations that address issues of business strategy and the life cycle concept from perspective of marketing, planning, and economics. Includes synthesis and record of questions and suggestions.
Summarizes 15 presentations on measurement issues (coupon, trade, and retailer promotions) and trade and consumer response to promotion. Includes synthesis and identification of research issues.
Contains six papers on the topics of recommendations for improving existing survey practices and challenges facing various constituencies of the survey industry.
Papers addressing conceptual models and approaches for determining product and market composition and structure; models of customer segmentation and choice; issues in determining optimal product positions and portfolio strategies; and implementation issues.
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