TITLE

Domains of Ignorance: What We Most Need to Know

AUTHOR(S)
Day, George S.; Jocz, Katherine E.; Root, H. Paul
PUB. DATE
January 1992
SOURCE
Marketing Management;Winter1992, Vol. 1 Issue 1, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
A survey of senior marketing executives found 15 issues of broad importance to business that must be better understood. The use of market information, brand equity management, becoming market-driven, new product development, and service quality management rank among the top concerns for the 1990s. Addressing social issues, understanding distribution channels, building service relationships with customers, and more complete knowledge of pricing and promotion dynamics also rate high as major priorities. Complex, messy, and always changing, many of those imperatives transcend the traditional boundaries of marketing and require concurrent attention from other functions of a company, such as production, R&D, and finance. INSET: Selecting topics and setting priorities..
ACCESSION #
9712230002

 

Related Articles

  • The market orientation construct: Measurement and scaling issues. Wrenn, Bruce // Journal of Marketing Theory & Practice;Summer97, Vol. 5 Issue 3, p31 

    Examines the marketing orientation construct from a historical perspective and with respect to measurement and scaling issues. Discussion of the measurement theory; Types of measures for marketing orientation; Differences in the Rensis Likert and L.L. Thurstone scaling models.

  • A Quantitative analysis of the relative efficiency between overt and covert market signals. Milewicz, John; Herbig, Paul // Journal of Marketing Theory & Practice;Fall97, Vol. 5 Issue 4, p45 

    Examines the relative efficiency between overt and covert marketing signals. Game-based experiment involving airline pricing; Level of profits of overt signalers; Relation of market signals to profitability of the industry.

  • Recent Tables.  // Bond Buyer;12/5/2001, Vol. 338 Issue 31278, p41 

    Lists an introduction to several tables published in issues of the journal 'The Bond Buyer,' in 2001 regarding financial markets in the U.S.

  • BMI VIEW.  // Emerging Markets Monitor;3/31/2003, Vol. 8 Issue 48, p3 

    Highlights the broad market index of Asia, Latin America, Europe, Middle East and Africa.

  • Preface. Corfman, Kim P.; Lynch, Jr., John G. // Advances in Consumer Research;1996, Vol. 23 Issue 1, p1 

    Information is presented on personal contributions and papers submitted for the "Annual Conference of the Association for Consumer Research" held in Minneapolis, Minnesota on October 19-22, 1995. Topics include the conference's theme "Research Frame Synergies," chosen by Association for Consumer...

  • General Motors' woes outlast Viagra.  // Advertising Age;7/13/1998, Vol. 69 Issue 28, p18 

    Looks at the Spindex scoreboard, an index of editorial coverage by major American media outlets in five categories, for July 1998. Topics gaining the most coverage, including the General Motors Strike and Viagra; Ranking of the World Cup soccer tournament.

  • MediaOne taps Wickersham for direct work.  // Advertising Age;7/13/1998, Vol. 69 Issue 28, p22 

    Offers marketing news briefs for July 13, 1998. MediaOne in Colorado selecting Wickersham Hunt Schwantner of Massachusetts to handle its direct marketing; `Reader's Digest' adding an online direct response feature to its travel section; Columbia House moving away from negative option selling;...

  • Anthropologists in adland. Levin, G. // Advertising Age;2/24/1992, Vol. 63 Issue 8, p3 

    Examines that anthropologists are increasingly being tapped by marketers for insights on the cultural meanings of brands. Young & Rubicam and the US Postal Service; Status symbols and other intangible brand prefernces; Brands' hidden meanings; DDBNeedham Worldwide, New York; More.

  • Gage Marketing adds Fraser, Toyama.  // Advertising Age;6/29/1992, Vol. 63 Issue 26, p45 

    Announces that Gage Marketing Group has added two executives to its growing Marketing Communications Division. New execs are Scott Fraser and Ron Toyama; Gag e's latest effort to beef up its integrated marketing services; Bought Joseph Potocki & Associates; Will turn Potocki's Irvine,...

  • Global marketing misconceptions. Martin, Geoffrey Lee // Advertising Age;6/29/1992, Vol. 63 Issue 26, p52 

    States that International marketing has many pitfalls but it can succeed with hard work, according to a consensus of panelists appearing at a seminar on global advertising in Cannes at the International Advertising Film Festival. Panel produced by `Advertising Age' in conjunction with the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

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

Try another library?
Sign out of this library

Other Topics