Empirical analysis of two topics in marketing Essay I PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Empirical analysis of two topics in marketing Essay I PDF full book. Access full book title Empirical analysis of two topics in marketing Essay I by Yeujun Yoon. Download full books in PDF and EPUB format.
Author: Yeujun Yoon
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
Author: Yeujun Yoon
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
Author: Yeujun Yoon
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages : 120
Get Book Here
Book Description
The dissertation studies the unique impact of two marketing activities on consumer demand and the implications for the firms' behaviors: advertising and star power. In the first essay, I investigate how manufacturers' advertising competition, when advertising has a dynamic impact on the goodwill of brands, interacts with price competition in a manufacturer-retailer channel structure in the laundry detergent category. I find that advertising and price promotion are strategic complements as manufacturer advertising increases the price elasticity of demand. Advertising competition intensifies price competition although it improves the profitability of manufacturers. The presence of retailers in the channel leads to increased advertising spending but also mitigates the extent of price competition. Compared to the case of price competition only, the profitability of using retailers is much higher for manufacturers when they compete in both price and advertising. This implies that previous channel studies (e.g. McGuire and Staelin 1983) may have underestimated the benefits of manufacturers employing retailers to avoid direct competition. I also find that the benefits are asymmetric across manufacturers as brands with a high goodwill level and advertising effectiveness but no cost advantage appear to be most benefited. The second essay examines the effect of star power on consumer demand in professional sports, the largest industry in entertainment business. In particular, I focus on the role of "stars" in driving attendance in major league baseball (MLB) by using rich game level and player level data. In particular, this study goes beyond the typical treatment of stars as brands that drive demand by examining the relative impact of different types of stars on different performance metrics. I found significant positive star power effect on game attendance. Interestingly, I found that star power of competitors can also increase home fans' attendance. Also, I found evidence that star power can help decrease the price sensitivity of consumers. Furthermore, I found that a star player increases game attendance differently across his position: e.g star pitchers are more effective to increase winning probability while star hitters are more effective to generate strong star power. In sum, the findings provide important insights that may help guide team's investment strategies and may inform leagues efforts to design effective revenue sharing mechanisms.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
Get Book Here
Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Vera Magin
Publisher: Springer Science & Business Media
ISBN: 3835092774
Category : Business & Economics
Languages : en
Pages : 156
Get Book Here
Book Description
In her first essay Vera Magin uses primary experimental data to explore the effects of information on marketing decisions, performance, and competition. In the second essay she discusses several approaches to measure product differentiation in spatial contexts.
Author: Michael J Baker
Publisher: SAGE
ISBN: 1446211045
Category : Business & Economics
Languages : en
Pages : 449
Get Book Here
Book Description
Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings
Author: John R. Hayes
Publisher: Routledge
ISBN: 1135441219
Category : Education
Languages : en
Pages : 494
Get Book Here
Book Description
For the most part, those who teach writing and administer writing programs do not conduct research on writing. Perhaps more significantly, they do not often read the research done by others because effective reading of articles on empirical research requires special knowledge and abilities. By and large, those responsible for maintaining and improving writing instruction cannot -- without further training -- access work that could help them carry out their responsibilities more effectively. This book is designed as a text in graduate programs that offer instruction in rhetoric and composition. Its primary educational purposes are: * to provide models and critical methods designed to improve the reading of scientific discourse * to provide models of effective research designs and projects appropriate to those learning to do empirical research in rhetoric. Aiming to cultivate new attitudes toward empirical research, this volume encourages an appreciation of the rhetorical tradition that informs the production and critical reading of empirical studies. The book should also reinforce a slowly growing realization in English studies that empirical methods are not inherently alien to the humanities, rather that methods extend the power of humanist researchers trying to solve the problems of their discipline.
Author: Ben M. Enis
Publisher: Marketing Classics Press
ISBN: 1613113382
Category : Business & Economics
Languages : en
Pages : 287
Get Book Here
Book Description
Author: Robert J. Kauffman
Publisher: Routledge
ISBN: 131747242X
Category : Business & Economics
Languages : en
Pages : 401
Get Book Here
Book Description
The methods and thinking of economics permeate a large part of the IS discipline. Reciprocally, newly emerging research methods relying on the IT-enabled treatment of massive data aggregates feed economic research. As new and radical forms of IT innovation continue to energize electronic commerce, IS researchers face a daunting task in using existing empirical methods and tools to understand the threats, opportunities, risks, and rewards of these new techniques. This groundbreaking volume leads the way. It introduces new methodological approaches to data analysis as well as new techniques for collecting and cataloging transactional data. The ideas it presents have broad appeal and demonstrate what is possible when new techniques and new ways of thinking are brought to bear on complex research problems.
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 346
Get Book Here
Book Description
Author:
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 156
Get Book Here
Book Description
