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An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK

Dimitrova, Kristina Krasimirova; MacKay, Steve - In: International Journal of Online Marketing (IJOM) 7 (2017) 2, pp. 23-41

High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been...

Persistent link: https://www.econbiz.de/10012046814

Market segmentation with choice-based conjoint analysis

DeSarbo, Wayne S.; Ramaswamy, Venkatram; Cohen, Steven H. - 1995

Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical …

Persistent link: https://www.econbiz.de/10009476603

The relationship between the marketing mix and share of category requirements

Bhattacharya, C. B.; Fader, Peter S.; Lodish, Leonard M.; … - 1996

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that … period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing …-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is …

Persistent link: https://www.econbiz.de/10009476604

A spatial interaction model for deriving joint space maps of bundle compositions and market segments from pick-any/J data: An application to new product options

DeSarbo, Wayne S.; Ramaswamy, Venkatram; Wedel, Michel; … - 1996

We propose an approach for deriving joint space maps of bundle compositions and market segments from three-way (e.g., consumers x product options/benefits/features x usage situations/scenarios/time periods) pick-any/J data. The proposed latent structure multidimensional scaling procedure...

Persistent link: https://www.econbiz.de/10009476605

Co-creation experiences: The next practice in value creation

Prahalad, C. K.; Ramaswamy, Venkatram - 2004

Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. Growth and value creation have become the dominant themes for managers. In this paper, we explain this...

Persistent link: https://www.econbiz.de/10009476625

Direct regression, reverse regression, and covariance structure analysis

Fornell, Claes; Rhee, Byong-Duk; Yi, Youjae - 1991

This paper discusses the issues in estimating the effects of marketing variables with linear models. When the variables …

Persistent link: https://www.econbiz.de/10009476756

Accommodating the effects of brand unfamiliarity in the multidimensional scaling of preference data

Chatterjee, Rabikar; DeSarbo, Wayne S. - 1992

This paper presents a multidimensional scaling (MDS) methodology (vector model) for the spatial analysis of preference data that explicitly models the effects of unfamiliarity on evoked preferences. Our objective is to derive a joint space map of brand locations and consumer preference vectors...

Persistent link: https://www.econbiz.de/10009476757

Preference aggregation and repeat buying in households

Gupta, Sunil; Steckel, Joel H. - 1993

Marketing researchers have long used brand switching analyses and Markov transition matrices to gain insights into … in a panel. Our results show that marketing scientists have the potential to learn and test more hypotheses about the …

Persistent link: https://www.econbiz.de/10009476758

Game theoretic derivations of competitive strategies in conjoint analysis

Choi, S. Chan; DeSarbo, Wayne S. - 1993

While conjoint analysis has been applied in a wide variety of different contexts in Marketing, most applications fail …

Persistent link: https://www.econbiz.de/10009476759

Managerial judgment and forecast combination: An experimental study

Gupta, Sunil - 1994

This paper examines the role of managerial judgment in forming a final forecast, or judging the achievability of a critical level of sales, when multiple forecasts or opinions are available to the decision maker. Several factors that can help improve the quality of human intervention are...

Persistent link: https://www.econbiz.de/10009476760