Journal articleJournal of Public Policy and Marketing · January 1, 2010
Governments have begun to adopt sales promotions to shape household consumption. Successful private-sector promotions hinge on choice of goals, design parameters, and implementation, particularly coordination between manufacturers and retailers. In the pub ...
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Journal articleMarketing Management · November 1, 2008
The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected the ...
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Journal articleJournal of Public Policy and Marketing · January 1, 2008
The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions ...
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Journal articleNonprofit Management and Leadership · January 1, 2007
Global nonprofit brands are the world's new “super brands” (Wootliff and Deri, 2001). Nonprofit organizations command unprecedented levels of trust, and nonprofit brand valuations are on par with major international corporations. Leaders and managers of no ...
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Journal articleHarvard business review · November 2004
Misguided marketing strategies have destroyed more shareholder value than shoddy accounting or shady fiscal practices. Yet marketing functions typically reside deep in the organization, far from the executive suite and boardroom, and they are often poorly ...
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Journal articleHarvard business review · September 2004
It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relatin ...
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Journal articleBusiness Strategy Review · January 1, 1999
Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: Why global brands matter more now than in the past; what distinguishes them from national ...
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Journal articleBusiness Horizons · January 1, 1998
Whom do the multinationals trust to run their operations in these high-potential yet highly volatile environments? ...
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Journal articleJournal of Product Brand Management · April 1, 1992
In many companies, product managers are under increasing time pressure. They are generalists in a marketing world that is increasingly specialized and complex. There are more tasks to perform, more specialist skills to acquire, more fires to fight, and les ...
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Journal articleJournal of Business Research · January 1, 1991
Major criticisms of pharmaceutical marketing are summarized and industry responses identified. Analysis of this industry case study highlights ethical issues in marketing and the broader problem of harnessing enterprise to ensure quality of life and public ...
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Journal articleBusiness Horizons · January 1, 1987
From gourmet ice cream to luxury imported cars, increasing attention is being paid to the development and marketing of premium products targeted at the upper end of the price performance pyramid. However, despite the current wave of enthusiasm, marketers s ...
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Journal articleFood Policy · January 1, 1980
An important problem facing public policy makers is how best to measure market performance. Economists have traditionally used criteria such as the existence of monopoly forces, entry barriers, and externalities in production and consumption. Increasingly, ...
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Journal articleThe Milbank Memorial Fund quarterly. Health and society · January 1980
Whether preventive programs are advanced as complementary to therapy or as partial substitutes to lower costs, public resistance makes the cost effectiveness of these programs questionable. "Marketing" may be helpful in differentiating among the nature of ...
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Journal articleEnergy Policy · January 1, 1980
The author argues that policy makers should become more interested in the impact which 'imposed choice' purchases of energy using equipment by builders have on residential sector energy consumption. Canadian data suggest that builder purchases account for ...
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Journal articleJournal of Consumer Policy · September 1, 1979
In determining whether or not to mandate disclosures of product information, policymakers may wish to first investigate the relative importance of different attribute-related information cues in influencing the purchase decision-making of consumers. This p ...
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Journal articleIntereconomics · May 1, 1979
Recently international organizations as e.g. the International Monetary Fund or the GATT have increasingly been criticized particularly by developing countries. Even the creation of a kind of super-UNCTAD is under discussion. Other institutions are also su ...
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Journal articleFood Policy · January 1, 1979
The authors discuss the recent controversial promulgation of a set of national dietary goals for the USA, in the context of their effect on the food industry. A report is described which surveyed reactions to the goals. Several suggestions are made for foo ...
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