From the editor

Neal, Carolyn P.
November 2006
Marketing Management;Nov/Dec2006, Vol. 15 Issue 6, p2
The article presents a letter from the editor of "Marketing Management" concerning the November/December 2006 issue. The issue focuses on the changing environment of corporate marketing, and addresses the response to change of marketers to the impact of recent technologies, consumer disenchantment with marketing, and other threats to marketing. A featured article on concurrent marketing suggests that marketers must collaborate with consumers that are fed up with traditional methods of saturation and control.


Related Articles

  • A study in long-term success vs. short-term gratification. SUTHER, TIM // Advertising Age;9/3/2012, Vol. 83 Issue 31, p12 

    The author offers opinions on marketing management. It is argued that technological innovations have given consumers a dominant position in their relationship with advertising and marketers, requiring companies to plan their marketing based on extensive research on their customers. A comparison...

  • Quantity your market place. Timothy, Alan // Builders Merchants Journal;Aug2006, p30 

    The article discusses the significance of using the right market research data in generating information for the improvement of marketing sales and decisions. Through market research and data analysis, the merchants are given the opportunity to quantify the potentiality of their market as well...

  • Spending Marketing Dollars.  // Broker Magazine;Aug2006, Vol. 8 Issue 7, p56 

    The article provides information on the result of the 2005 Survey of Mortgage Brokers conducted for the Loan Broker Database. Respondents were asked how much they spend annually on marketing and the four media they use in advertising. A table that lists the top 50 brokerage marketing budgets is...

  • The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems. Wierenga, Berend; van Bruggen, Gerrit H. // Journal of Marketing;Jul97, Vol. 61 Issue 3, p21 

    To be effective, decision aids for marketing managers should match with the thinking and reasoning processes of the marketing decision makers who use them. The authors take a cognitive approach to problem solving in marketing. They develop a classification of "marketing problem-solving modes"...

  • Agencies and clients must stop talking change, start making it. Perkins, Brian // Advertising Age;6/14/2010, Vol. 81 Issue 24, p26 

    The author offers opinions on marketing management, advertising agencies and advertising media planning. It is argued that the large holding companies which dominate advertising have done their clients a disservice by separating the activities of media buying and the creation of advertising,...

  • Is Media Planning the Driver or the End-Product of Promotional Strategy? Bulearca, Marius; Bulearca, Suzana // Global Business & Management Research;2009, Vol. 1 Issue 3/4, p105 

    Purpose - This paper intends to expose how real-life situations rarely take into account the actual theories from which they originate, especially in the fields of media planning and buying, where intuition is still the guiding principle. Design/ methodology/ approach - The area of media...

  • AdLink platform lets advertisers track where conversions occur. Matthews, Sam // New Media Age;9/28/2006, p12 

    The article offers information on Branded Response, a platform launched by AdLink that will measure the brand impact of response-based advertising. The platform creates a universal tag that shows the tracking conversion of an advertising campaign. In this manner, advertisers and media planners...

  • Stacey Lynn Koerner. Case, Tony // MediaWeek;12/6/2004, Vol. 14 Issue 44, Special Section p36 

    Profiles Stacey Lynn Koerner, executive VP and director of global research integration for Initiative Media and the 2004 Media All-Star for Research. Skills possessed by Koerner; Reputation of Koerner in the business; Contributions of Koerner to Initiative; Extracurricular activities of...

  • Cross-Sectional, Time-Series Issues in the Analysis of Marketing Decision Variables. Moriarty, Mark // Journal of Marketing Research (JMR);May75, Vol. 12 Issue 2, p142 

    A variance components cross-sectional, time-series model is presented for use in the analysis of marketing decision variables. Empirical results suggest that the model's disaggregative form offers advantages for policy formulation particularly where regional fluctuations in market share are...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics