The new science of marketing

Edisi

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ISBN/ISSN

9781557385390

Deskripsi Fisik

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Judul Seri

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No. Panggil

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How is Manifest branding strategy related to the intangible value of a corpor…

Branding strategy is an important strategic decision that firms make. Firms exhibit or "manifest" three types of branding strategies: corporate branding, house of brands, or mixed branding. In corporate branding, firms use the corporate name dominantly in all their products and services (eg, McDonald's). Firms such as Procter & Gamble follow a house-of-brands strategy, using names other than th…

How is manifest branding strategy related to the intangible value of a corpor…

Hardcopy

Eliciting preference for complex products: a web-based upgrading method

The authors propose a new incentive-aligned upgrading method for eliciting attribute preferences in complex products, which combines the merits of a self-explicated approach and conjoint analysis. The upgrading method first endows a participant with a product profile and then allows him or her to upgrade it, one attribute at a time, to a more desirable product configuration. During the process,…

Empirical analysis of budget and allocation of trade promotions in the U.S. s…

Using a unique data set, the authors examine the role of manufacturer and retailer characteristics in the joint determination of trade promotion budgets for supermarket brands and their allocation across trade promotion types. They find that manufacturer variables, such as brand position in retailer product category and brand price premium, and annual retailer sales determine trade promotion bu…

Do Slotting allowances enhance efficiency or hinder competition

Printed Journal

How is manifest branding strategy related to the intangible value of a corpor…

Branding strategy is an important strategic decision that firms make. Firms exhibit or "manifest" three types of branding strategies: corporate branding, house of brands, or mixed branding. In corporate branding, firms use the corporate name dominantly in all their products and services (eg, McDonald's). Firms such as Procter & Gamble follow a house-of-brands strategy, using names other than th…

A General choice model for bundels with multiple-category products: applicati…

The attribute-based approach to study customer choices cannot deal with bundles of heterogeneous components, which are usually drawn from different product categories. The comparability-based balance model is developed. The model can be employed for any bundle, regardless of the heterogeneity of bundle components, under a pure bundling strategy. Mixture distributions were used in a hierarchical…

Comments on conjoint analysis with partial profiles

This short article comments on the November 2004 JMR article by Bradlow, Hu, and Ho (BHH), who describe a method for handling missing attributes in the profiles used in conjoint analysis. The BHH method is based on a learning model in which values for the missing attribute levels in a conjoint profile are imputed using information in the candidate profile and in previously presented profiles. T…

The new science of marketing state -of-the-art tools for anticipating and tra…

Includes Bibliography, index and tables