Staff are integral to dot-com brands
- Backfiring promos. Fitzgerald, Kate // Advertising Age;10/28/1996, Vol. 67 Issue 44, p18
Examines the rise in sales promotions that do not foster brand loyalty. Risk for marketers to lose their biggest source of long-term profits; How marketers are undermining long-term goals with short-term tactics; Lack of rewards for loyal customers.
- Measure of success. Flack, Jo-Anne // Marketing Week;3/4/1999, Vol. 22 Issue 5, p45
Focuses on the Marketing Metrics Project of the Sales Promotion Consultants Association, the London Business School and Cranfield University in England, to measure market effectiveness and shared language. Bringing together of promotions knowledge, objectives setting and evaluation; Issue of...
- Multibuy push may backfire. // Marketing Week;9/16/1999, Vol. 22 Issue 33, p44
Reports on studies showing the possible negative effect of efforts of retailers in Great Britain to drive the growth of multibuy offers. Aim of building brand loyalty; Multibuys' increased share of expenditure on promotion; ACNielsen's research showing that promotion activity often encourages...
- A new era in E-SAMPLING. Kaplan, Harris; Mayer, Ann // Medical Marketing & Media;Apr2014, Vol. 49 Issue 4, p46
The article discusses the effectives of substituting electronic sampling for representative time for influencing the physicians' choice of specialty health care product and drugs.
- Brand management poised for change. Bergstrom, Alan J. // Marketing News;07/07/97, Vol. 31 Issue 14, p5
This article focuses on the importance of brand management in marketing. The traditional view of branding has been one of execution; that is, increasing consumer awareness of a company's products. Brand management is not just a marketing function but one that is more central to the entire...
- The effect of sales promotion on post-promotion brand preference: A meta-analysis. DelVecchio, Devon; Henard, David H.; Freling, Traci H. // Journal of Retailing;Sep2006, Vol. 82 Issue 3, p203
Abstract: The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a...
- Managing Advertising and Promotion for Long-Run Profitability. Jedidi, Kamel; Mela, Carl F.; Gupta, Sunil // Marketing Science;1999, Vol. 18 Issue 1, p1
Abstract In recent years, manufacturers have become increasingly disposed toward the use of sales promotions, often at the cost of advertising. Yet the long-term implications of these changes for brand profitability remain unclear. In this paper, we seek to offer insights into this important...
- Trust Your Gut Marketing. Graham, John R. // American Salesman;Apr2006, Vol. 51 Issue 4, p16
The article elaborates the contributions of marketers to the success of the sales department. It illustrates the marketing failure of Dryel from Procter & Gamble. It argues that marketing involves real-life issues which is why marketers need to expand their horizons. It weighs the advantages and...
- China. Savage, Mike // Media: Asia's Media & Marketing Newspaper;9/22/2006 Top 100 Supplement, p72
No abstract available.