TITLE

THOUGHT LEADERS

AUTHOR(S)
Mersmelstein, Ellen; Zid, Linda Abu-Shalback
PUB. DATE
November 2005
SOURCE
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses two studies on marketing. In a study published in the July 2005 issue of the "Journal of Marketing," Thomas S. Gruca and Lopo L. Rego examined the impact of customer satisfaction on the operational cash flows of the firm, a key determinant of shareholder value. They found that customer satisfaction creates shareholder value by significantly increasing a firm's cash flow and reducing cash flow variability. In a study published in the August 2005 issue of the "Journal of Marketing Research," Arthur Jiwoong Shin explores the effect of selling costs on retailers' advertising strategies. The author found that advertising low prices to lure potential consumers can backfire. This is because attracting too many consumers who are less likely to purchase the retailer's higher-priced products, on the basis of vague promises, imposes unwanted selling costs but yields little extra revenue.
ACCESSION #
19080512

 

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