Marketing Theory: Classic and Contemporary Readings |
From inside the book
Results 1-3 of 76
Page 249
... brand sways the choice . The manufacturer of such goods , however , cannot hope ordinarily to secure many sales merely be- cause of brand , if his product is higher in price or less popular in pattern and style than directly competing ...
... brand sways the choice . The manufacturer of such goods , however , cannot hope ordinarily to secure many sales merely be- cause of brand , if his product is higher in price or less popular in pattern and style than directly competing ...
Page 484
... brand to him but also an estimate of the confidence with which he holds that position . This uncertainty aspect of Predisposition can be called " brand ambiguity , " in that the more confident he holds it , the less ambig- uous is the ...
... brand to him but also an estimate of the confidence with which he holds that position . This uncertainty aspect of Predisposition can be called " brand ambiguity , " in that the more confident he holds it , the less ambig- uous is the ...
Page 492
... brand generalization . Repeat Purchase Experiences Another source of change in the learning constructs is the repeated purchase of the same product class over a period of time . In Figure 1 the purchase of a brand entails two types of ...
... brand generalization . Repeat Purchase Experiences Another source of change in the learning constructs is the repeated purchase of the same product class over a period of time . In Figure 1 the purchase of a brand entails two types of ...
Contents
PART ONE Theoretical Foundations | 1 |
The Social Disorder of the Broadened Concept | 47 |
Section BRequirements of Marketing Theory | 57 |
Copyright | |
33 other sections not shown
Common terms and phrases
advertising Alderson American Marketing Association analysis approach attempt Bagozzi basic brand buyer behavior buying centre channel members characteristics Chicago competition concept of marketing conflict constructs consumer behavior costs defined definition dimensions discipline distribution channel dyad economic effectiveness empirical environment evaluation example exchange factors firm framework goals gross margin Harvard Business Review Homewood hypotheses important individual industrial influence institutions interaction Journal of Marketing keting manufacturer marketing channels marketing functions Marketing Management marketing mix Marketing Research marketing theory marketing thought measure ment methods middlemen motives organization organizational paradigm performance perspective philosophy of science potential power sources problems product differentiation propositions psychology purchase relationship retail Richard D role salesperson scientific scientific method seller selling Sheth social specific strategy structure subsystem sumer supplier theoretical theory of marketing tion trading area variables wholesale York