How are blacks portrayed in business ads?

Article Abstract:

Advertising studies have shown that blacks resent the way that they have been depicted in advertising. These feelings can have negative effects on blacks' attitudes toward the products and services shown in such advertisements since industrial purchasing behavior has been shown to be influenced by emotional as well as rational considerations. This article reports the results of an analysis of the portrayal of blacks in trade journal publications over three decades. The findings show that the increase in the use of blacks in industrial advertising has leveled off during the 1980s and that there have been some subtle changes in the ways in which blacks are portrayed in such ads. (Reprinted by permission of the publisher.)

Social aspects, Research, African Americans, Beliefs, opinions and attitudes, Advertising, Minorities, Advertising and minorities, Magazine advertising

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Using expert systems in industrial marketing

Article Abstract:

U.S. corporations will spend $4 billion annually on expert systems in 1990. However, several obstacles have been encountered which have limited their use in industrial marketing. The purpose of this article is to present a balanced view of expert systems which not only illustrate potential benefits of these systems but also considers their pitfalls. After a review of the benefits and problems associated with expert systems implementation and use, several early efforts to use expert systems in industrial marketing are discussed. Finally, guidelines for the future development and practical use of expert systems by industrial marketers are presented. (Reprinted by permission of the publisher.)

Software, Marketing, Expert systems

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Enhancing the business-to-business supply chain: insights from partitioning the supply-side

Article Abstract:

The usage of market positioning techniques for enhancing business-to-business market supply chains is presented.

United States, Management dynamics, Management, Company business management, Market positioning, Supply chains

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