Strategic Management and Marketing in the Service SectorJan 1, 1983 Christian Gronroos, 1983, 83-104
Develops a theory of strategic management and marketing of services that is both profit-oriented and market-oriented and is intended to be applicable to all service firms.
Using Brain-Wave Measures to Assess Advertising EffectsJan 1, 1983 Jerry C. Olson and William J. Ray, 1983, 83-108
Identifies and examines the key theoretical and methodological issues involved in determining whether electroencephalographic measures of brain activity may be useful indicators of advertising effects.
A Multiple Exposure Study of the Effects of Comparative and Noncomparative Television Commercials on Cognitive Response, Recall, and Message AcceptanceJan 1, 1982 George E. Belch and Richard J. Lutz, 1982, 82-107
Presents findings of a laboratory experiment using cognitive response and hierarchy-of-effects measures of consumer response to comparative and noncomparative commercials.
Benefit Segmentation: An Industrial ApplicationJan 1, 1982 Rowland T. Moriarty and David J. Reibstein, 1982, 82-110
Using data from 319 firms that purchased data terminals, tests whether market segments based on traditional criteria such as SIC code and company size are congruent with segments based on product benefits sought.
Determinants of Food Consumption in American HouseholdsJan 1, 1982 Diane H. Schmalensee et al., 1982, 82-112
Based on a national survey, identifies determinants of food consumption, evaluates the relationships among these determinants, and segments American households according to differences in food consumption patterns.