Marketing management involves the identification, creation, capture, communication and delivery of superior customer value to the target market to satisfy their needs and wants simultaneously meeting organizational objectives. Promotions as a part of communication of value include consumer sales promotions, trade promotions and promotions to the sales force.
Perceived value pricing is an important price setting procedure. Perceived value pricing indicates the importance of providing benefits and functionalities to the consumer and the simultaneous need to price it effectively so that the firm can take appropriate value.
Purpose - The extant literature on experience marketing takes a narrow functional approach engaging with issues like defining an experience brand and recommending strategies for creating a unique customer experience.
Purpose - The purpose of this case is to illustrate the strategic as well as tactical dimensions of comparative advertising. The case can be used to demonstrate that the implications of comparative advertising can be analyzed from different perspectives - consumer behavior, legal framework and business and marketing strategy.
Purpose - Retailer brand communities exist between a franchisor brand and individual retailers, with retailer-based brand equity and brand-building activities being key drivers of their success. This paper aims to introduce retailer-based brand equity and examine its relationship with brand-building activities and retailer brand community.
Salespersons are important resources for organizations and the overall investment in the sales force for large firms can be of the order of billions of dollars.
Customer Value Propositioning is basic to marketing strategy along with value delivery. The constructs of customer value, monetary value and customer value proposition (CVP) is examined.
Considering the gap between theoretical deliberations about strategic importance of Corporate Communications (CC) and the lack of faith of top management in CC practitioners, I adopt a practice-based approach to study roles, structure, strategic contribution and interfunctional coordination of CC of 25 organizations.
Many durable products cannot be used without a contingent consumable product, e.g., printers require ink, iPods require songs, razors require blades, etc. For such products, manufacturers may be able to lock in consumers by making their products incompatible with consumables that are produced by other firms.
Assessment of Aggregate Interaction Effect and Aggregate Presistence Effect in Market Share Analysis
The paper proposes an alternative conceptualization to decision variable interaction in market share analysis, by isolating the interaction free market share. The multicollinearity problem would thus be reduced. Further a method to correct for autocorrelation is proposed. Persistence which is the long term impact of current marketing action is identified.