WHAT'S NEXT in Marketing Management?

September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p5
This section presents studies on marketing. Pierre Chandon, et al, in the April 2005 issue of the Journal of Marketing, developed a latent model of the reactive effects of measurement that is applicable to intentions, attitude, or satisfaction date. An important implication is that commonplace procedures and models, that calibrate the relations between intentions and behavior using the same sample of consumers, overestimate the relationship between intentions and behavior. A study which appeared in the September 2005 issue of the Journal of International Marketing, created two business tools that will enable the assessment of export performance at the corporate and export venture levels: the annual performance of an export venture scale and the performance in exporting scorecard. The authors intended for both tools to become useful instruments for annual planning, management, monitoring, and improvement of exporting programs.


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