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Author: Lester G. Telser
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 36
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Book Description
Author: Lester G. Telser
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 36
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Book Description
Author: Michael R. Baye
Publisher: Elsevier
ISBN: 0762308230
Category : Business & Economics
Languages : en
Pages : 310
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Book Description
This volume of papers develops the competence perspective on learning and dynamic capabilities development. The first two papers explore how organizational competence and dynamic capabilities can support the competitive position of a firm. The next two papers are devoted to strategic, organizational, and behavioral perspectives on processes of competence development. The final four papers explore the intellectual challenges that managers face in striking a strategic balance between processes of competence building and competence leveraging. Taken together, the papers in this volume provide a bridge between many traditional management concepts, frameworks, and theoretical perspectives. [Resumen de editor].
Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Author: Simon P. Anderson
Publisher: MIT Press
ISBN: 9780262011280
Category : Business & Economics
Languages : en
Pages : 454
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Book Description
"The discrete choice approach provides an ideal framework for describing the demands for differentiated products and can be used for studying most product differentiation models in the literature. By introducing extra dimensions of product heterogeneity, the framework also provides richer models of firm location and product selection."--BOOK JACKET.
Author: M. Galatin
Publisher: Springer Science & Business Media
ISBN: 9780898380675
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
On May 20, 1976, the Economics Department of the City College of the City University of New York held its fourth annual conference. Eight papers followed by eight com ments were delivered on the topic of "Economics of Informa tion." These papers and comments are published in this volume along with a brief introduction. This publication has been made possible by income from the Harry Schwager Fund. My colleagues in the Economics Department have been generous when called upon to read and evaluate the papers. Professor Morris Silver, chairman of the department, was helpful at each stage of the project. Bob Leiter, my colleague and joint editor of these papers, died on August 19, 1976, while we were in the process of editing this volume. He was instrumental in organizing the Economics Department's annual conferences from their beginning in 1973 and for editing or jointly editing the con ference volumes. The Economics Department's Memorial Resolution, which follows, best expresses our sense of loss at his premature death.
Author: Jack Trout
Publisher: John Wiley & Sons
ISBN: 111804536X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
Author: John Burnett
Publisher: State University of New York Oer Services
ISBN: 9781641760119
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
"Integrated Marketing" boxes illustrate how companies apply principles.
Author: Joan Robinson
Publisher: Springer
ISBN: 1349153206
Category : Business & Economics
Languages : en
Pages : 359
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Book Description
Author: International Economic Association
Publisher: MIT Press
ISBN: 9780262690935
Category : Business & Economics
Languages : en
Pages : 588
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Book Description
These contributions discuss a number of important developments over the past decade in a newly established and important field of economics that have led to notable changes in views on governmental competition policies. They focus on the nature and role of competition and other determinants of market structures, such as numbers of firms and barriers to entry; other factors which determine the effective degree of competition in the market; the influence of major firms (especially when these pursue objectives other than profit maximization); and decentralization and coordination under control relationships other than markets and hierarchies.ContributorsJoseph E. Stiglitz, G. C. Archibald, B. C. Eaton, R. G. Lipsey, David Enaoua, Paul Geroski, Alexis Jacquemin, Richard J. Gilbert, Reinhard Selten, Oliver E. Williamson, Jerry R. Green, G. Frank Mathewson, R. A. Winter, C. d'Aspremont, J. Jaskold Gabszewicz, Steven Salop, Branko Horvat, Z. Roman, W. J. Baumol, J. C. Panzar, R. D. Willig, Richard Schmalensee, Richard Nelson, Michael Scence, and Partha Dasgupta
Author: John Sutton
Publisher: MIT Press
ISBN: 9780262193054
Category : Business & Economics
Languages : en
Pages : 600
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Book Description
Sunk Costs and Market Structure bridges the gap between the new generation of game theoretic models that has dominated the industrial organization literature over the past ten years and the traditional empirical agenda of the subject as embodied in the structure-conduct-performance paradigm developed by Joe S. Bain and his successors.
