Top Management Views of the Marketing FunctionJan 1, 1980 Frederick E. Webster, Jr., 1980, 80-108
Reports survey of top executives of 30 major companies. Explores their views about the current performance of the marketing function and of marketers, as well as their ideas about what marketing must do in the future.
Toward the Development of Industry Standards for Response and Nonresponse RatesJan 1, 1980 Frederick Wiseman and Philip R. McDonald, 1980, 80-101
Reports results from a survey of commercial research firms and client companies concerning their definition and calculation of various response and nonresponse rates.
Recommended Cases in Marketing—The Experts’ ChoicesJan 1, 1979 Stephen A. Greyser and Robert J. Kopp, 1979, 79-114
Presents a list of approximately 100 of the most effective classroom cases in marketing, based on views of professors with extensive experience in teaching and writing marketing cases.
A Cross-National Exploration of Husband-Wife Involvement in Selected Household ActivitiesJan 1, 1979 Susan P. Douglas, 1979, 79-103
Analyzes and compares husband and wife involvement in a variety of household activities in five countries in Europe and North America, with implications for marketers.
Cooperative Advertising, Its Uses and Effectiveness: Some Preliminary HypothesesJan 1, 1979 Robert F. Young, 1979, 79-112
Treats the significance of co-op advertising as both a consumer-directed and trade-oriented promotion tool.