The market orientation-new product performance relationship: Redefining the moderating role of environmental conditions

Article Abstract:

A complete model of the moderating effect of environmental conditions within a structured research framework, incorporating exhaustive conceptualization of environmental conditions, is used to test the market orientation-new product performance relationship. The model apprehends objective environmental conditions, and a mediator, that is, the instrumental use of available information, is developed to gain a clear insight into how and where the moderating effect actually takes place.

United States, Market development

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Measuring brand value with scanner data

Article Abstract:

An evaluation of brand value is presented. The analysis focuses on the various aspects of brand equity and considers consumer choice data from a single-source scanner panel for developing two measures of brand value. Brand Value measures indicate quality perception by consumers while Brand Intangible Value shows non-physical aspects of the product. It is shown that the twin measures can be applied in the development of strategic marketing variables.

Management, Brand choice, Brand name products, Brand names

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Cross-selling through database marketing: a mixed data factor analyzer for data augmentation and prediction

Article Abstract:

The advantages of the appropriate use of DBM for sales promotion are discussed. Mixed data factor analyzer, a data-augmentation tool helps the firms in the identification of services for effective cross-selling and the selection of cross-selling targets can all be accomplished by graphical means. Service predictions by business managers sre easily done using this technology.

Europe, Methods, Technology application, Customer relationship management, Database marketing, Cross-selling

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