1 - 7 of 7 articles
Considers the results of recent studies of celebrity endorsers inadvertisements. Analyses the results of a particular study evaluatingthree product categories bath towels, blue jeans, and VCRs twoendorsers Madonna and Christie Brinkley and the product whenadvertised by each celebrity. Concludes...
Examines the implications for US firms of the completion of the ECsingle market in 1992. Considers the nature of the EC market, socialgroups to target in a PanEuropean approach, and product, promotion,pricing and distribution strategies. Concludes that success in theEuropean market depends on...
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002530. When citing the article, please cite: Andrew J. Parsons, (1991) “Building Innovativeness in Large U.S. Corporations”, Journal of Services...
Discusses consumer response to the use of Asian models to reach theAsianAmerican market through mass media advertising. Reports on theresults of an empirical study to discover white consumer reactions toAsians in advertising. Summarizes that Asian models achieved a morefavourable response...
Describes a study reviewing recent histories of new product ideasin order to devise a framework of their sources. Proposes aclassification of sources for new product ideas through laboratory,management, company situation, distribution, supplier, consumer,marketplace, foreign products, and...
Discusses the increasing use of the show by marketers as a mediumto launch new products. Analyses adoption theory and key characteristicsof the show setting to explain how shows facilitate the acceptance ofinnovative consumer goods. Concludes that success depends on organizingthe exhibits and...
Proposes 20 key areas of questioning to which each new productproposition should be subjected by the product champion. Classifies thequestions into six categories conceptproduct, company, consumers,customers, competition, and clarifications. Concludes that use of theapproach has the benefits of...
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