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Analyzing Sales Promotion
Using sales data generated by in-store electronic scanners, this landmark 2nd edition fully explains sales promotion strategy and how it should tit into the overall integrated marketing program. Includes the fundamentals of promotion analysis, the nature of consumer response to sales promotion, and strategy developments from both the manufacturer and retailer perspectives.
S. 674, the Sensible Advertising and Family Education Act
This Congressional hearing discusses legislation that would require health warnings to be included in advertisements of alcoholic beverages. Opening statements are included from Senators Hollings, Burns, Danforth, Thurmond, and Simon, and from Representative Kennedy. Testimony is included from two panels of witnesses, whose members include: (1) Dean Smith, University of North Carolina; (2) Joseph Wright, Children's National Medical Center; (3) Michael Dorris, parent of a child born with fetal alcohol syndrome; (4) Joyce Brune, mother whose daughter died from alcohol poisoning; (5) Lawrence Wallack, Director of Public Health, School of Public Health, University of California at Berkeley; (6) ...
Retail Communities
Retailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways-all intent on achieving individual goals. Until today! Interactive digital technologies have created new communities of customers-communities that demand radically different views, approaches and methodologies. RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch's SIMM(r), CIA(tm) and Shopper MindSet(tm) consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the "retail communities" idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the "Retail Theater." Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program.
Understanding China's Digital Generation
A Marketer's Guide to Understanding China's Digital Generation China's Digital Generation is driving the country's rapidly growing consumer economy. These savvy young consumers are a powerful force, shaping China's markets now and for years to come. Drawing on the massive ProsperChina Quarterly Survey, this book presents a clear, practical view of how this generation acts, shops, and plans for the future. Ample comparisons are made between Chinese and U.S. consumers, providing useful cultural and behavioral benchmarks for marketers of consumer products and services. A must-read for global leaders developing, refining and implementing marketing and communication programs in the world's most challenging and complicated market.
Food Chemicals Codex
The Food Chemicals Codex (FCC) is a compendium of internationally recognized monograph standards and tests for the purity and quality of food ingredients, e.g., preservatives, flavorings, colourings, and nutrients. FCC standards help to ensure that products are prepared according to Good Manufacturing Practices and do not contain harmful levels of contaminants. Published since 1966, the FCC was recently acquired by USP from the Institute of Medicine.
Media Generations
It is self-evident that media planning and buying cannot continue to use the methods, systems and technologies that were developed in the 1970's and 1980's. While they are comfortable and are the current currency in media allocation they are as obsolete as carbon paper. Most media planners and buyers are acting as agents for their clients. Thus, they have a fiduciary obligation to allocate the finite corporate resources in the most effective and efficient manner possible. For the client/advertiser that charge now includes an objective to become more consumer-centric and increase marketing ROI. The new SIMM consumer allocation method does just that by making the consumer and their consumption value, and media influences to purchase key elements in the new model. Media Generations also demonstrates the utility to media planning of considering how media consumption and influence change among age cohorts with different media experiences.
Business-to-business Market Research
BUSINESS TO BUSINESS MARKETING RESEARCH is written by proven research powerhouses. Drawing upon their collective years of experience, the authors examine topics unique to B2B, equipping readers with the tools and the techniques for effective research. The book spotlights new techniques related to focus groups and in-depth interviews, as well as the impact of data mining and other computer and technology-driven types of research. an accompanying CD enables users to apply the tips and techniques to live data.
