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While direct marketing is still in its infancy at Levi Strauss & Co., recent testing has demonstrated that this discipline can now play a unique and very effective role in the marketing of its products.
Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is conspicuously absent from most works on the nature of the marketing effort. That's a hit like trying to teach skydiving...
The concept of moneyback contingent contracts has been used in the insurance industry for many years. To the extent that product service contracts are similar to health insurance policies, there is a strong possibility of carryover of this desirable feature to product warranties and extended...
Marketing literature on consumer behavior has been generally oriented toward the atneed purchase, goods that are purchased only when current consumption needs are felt. Marketing management strategies have been proposed under the assumption that buying occurs shortly before actual consumption....
A model based on representational thinking is presented to explain the role of environment in brand evaluation. With respect to retail settings, we conclude that the environment of a retail setting is not of critical importance in brand evaluation when consumers have elaborate representations of...
A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or...
In order to distinguish their brands from other brands in the same category, most consumer products companies attempt to establish a unique personality for each brand. Rather than emphasize that it is a soft drink, Dr. Pepper emphasizes, through its name and advertising, that it is an oddball...
In many companies, product managers are under increasing time pressure. They are generalists in a marketing world that is increasingly specialized and complex. There are more tasks to perform, more specialist skills to acquire, more fires to fight, and less time for thinking and strategic...
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