Dynamics of aggregate response sensitivities to marketing mix variables

Article Abstract:

The changes in aggregate response sensitivities to marketing-mix variables with industry maturation and the passage of time are examined. Using data from six product categories, market responses to advertising, price and distribution are investigated. Advertising sensitivity fell in the automobile and beer markets but rose for the VCR market, and remained unchanged in the cigarette, wine and liquor markets. Distribution sensitivity declined for the automobile market and remained stable for the cigarette market. Finally, market price sensitivity became greater in three industries but was lesser in another market.

Macroeconomics

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Value network for cross-national marketing management: a framework for analysis and application

Article Abstract:

A cross-cultural value network paradigm is developed to identify and analyze various cultural, sub-cultural and cross-cultural influences on the personal values of marketing professionals which influence their attitudes and behavior. An empirical study of the extent of influence of cultural values on US and Indian marketers is conducted to illustrate the efficacy and utility of the model.

Beliefs, opinions and attitudes, Values, Values (Philosophy), Marketing executives

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From international to integrated marketing

Article Abstract:

The determinants of international marketing are discussed and the shift towards integrated marketing is analysed.

International trade, Business enterprises

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