The Blackwell Encyclopedia of Management, Marketing by Dale Littler

By Dale Littler

This moment variation of the The Blackwell Encyclopedia of promoting has been revised and up to date, with new content material on facets of move cultural advertising, examine in advertising methodologies, societal advertising and business plan. the results of advancements in info and communications applied sciences are assessed whereas retailing has been widely revised to embody modern trends.Features over 250 entriesIncludes new content material on features of move cultural advertising, examine in advertising methodologies, societal advertising and advertising and marketing strategyAssesses the results of advancements in new details and communications technologiesContains large revisions to the part on retailing to embody modern developments

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Extra resources for The Blackwell Encyclopedia of Management, Marketing (Blackwell Encyclopaedia of Management) (Volume 9)

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The way one variable affects the other is indicated by the straight line equation estimated using regression techniques. If both variables are measured on ordinal scales, cross tabs may be used to summarize the data. Alternatively, correlation coefficients such as Kendall’s tau or Spearman’s rank correl ation coefficient indicate the strength of any relationship between the variables. When the variables are measured on scales of different types, a range of possibilities arises. For instance, when one variable is measured on an interval scale and the other on a categorical scale, the sample can be broken down into subsamples using the categorical variable and the data for the interval variable can be summarized for each subsample using a frequency distribution, histo gram, and/or measures of average and variation.

C. and Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29 (August), 296 313. brand image Dale Littler The consumer builds up associations with the brand based on personal experience, word of mouth (see w o r d o f m o u t h c o m m u n i c a t i o n s ), a d v e r t i s i n g , and promotion. The consumer therefore constructs an image of the brand which may or may not correspond to the identity that the brand owner wishes to project by means of its product form, name, visual signs, advertising, and so on.

Hopkinson and Judy Zolkiewski Boundary spanning describes the location and activities of those organizational members who have contact, on behalf of the firm, with external actors. Such external actors may include cus tomers, suppliers, investors, alliance partners, policy bodies, and service agencies. The concept relies upon an implicit notion of the firm as a bounded organization so that boundary span ners are those who relate to people both intern ally and externally. However, recent theoretic developments (see n e t w o r k ; r e l a t i o n s h i p m a r k e t i n g ) argue that the firm is interpene trated with its environment so that the organiza tional boundary is blurred and permeable.

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