Context effects and context maps for positioning
Article Abstract:
The article proposes share-ratio and share-change measures to examine the impact of marketers' market positioning decisions on consumer preferences.
Publisher: NTC Publications Ltd.
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2006
South Korea, Consumer preferences, Market positioning
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2006
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Competitive market analysis from a demand approach: an application of the Rotterdam demand model
Article Abstract:
The article uses Rotterdam demand model to examine the impact of market structure and marketing competition on marketing strategies of marketers.
Publisher: NTC Publications Ltd.
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2006
Spain, Market Targeting & Approach, Competition (Economics), Market strategy, Demand (Economics)
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2006
User Contributions:
Comment about this article or add new information about this topic:
Using investment-based techniques to prove the 'bottom line' value of research and give CEOs what they want
Article Abstract:
The article uses investment methods to examine chief executive officers' decision making on advertising return on investment.
Publisher: NTC Publications Ltd.
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2006
United Kingdom, Financial management, Finance, Investments, Advertising, Chief executive officers, Return on investment, Company financing, Rate of return
Publication Name: International Journal of Market Research
Subject: Business, international
ISSN: 1470-7853
Year: 2006
User Contributions:
Comment about this article or add new information about this topic:
Subjects list: Methods, Decision-making, Decision making, Analysis, Management, Company business management, Marketing executives
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