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Business, general

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Controlling the grapevine

Article Abstract:

The public opinion generally makes or mars a product. The strategy for minimizing or maximizing the impact of word of mouth is analyzed. The results of this strategy, adopted by Ford in 1964 and Chevrolet in 1998 are studied.

Author: Pruden, Douglas R., Vavra, Terry G.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
Public affairs, Influence, Public opinion, Consumer goods

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The brand-customer connection

Article Abstract:

The predictive power of brand-centric measures and customer-centric measures is analyzed. It is concluded that managers need to use both the measures to accurately predict future purchase behavior and boost profits.

Author: Vavra, Terry G.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
Analysis, Brand choice, Customer satisfaction

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Constructive cynicism

Article Abstract:

The need for the managers of business enterprises to determine the applicability of new practices, before implementing them in their organizations, is described.

Author: Vavra, Terry G., Keiningham, Timothy L., Aksoy, Lerzan
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
Management dynamics, Venture Analysis, Management, Beliefs, opinions and attitudes, Business enterprises, Managers, Company business management

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Subjects list: Methods, United States, Marketing
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