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An introduction is presented in which the authors discuss the special of the journal on topics related to marketing including the communication of customer value, the development of integrated marketing programs, and understanding customer experiences.

With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a "bottom-up" communications matching model and a "top-down" communications optimization model. The authors conclude by suggesting important future research priorities. [ABSTRACT FROM AUTHOR]

The literature is divided on whether differences between the thought worlds of marketing and sales are deleterious or beneficial. This article empirically investigates various facets of thought-world differences and their effects on various outcomes. It confirms that, in general, differences hamper the cooperation between marketing and sales, which leads to a lower market performance of the business unit. However, some facets of thought-world differences enhance the market performance of the business unit through a direct effect that outweighs the negative effect mediated by the quality of cooperation between marketing and sales. Market performance is enhanced if one side plays the customers' advocate while the other plays the products' advocate. Market performance is also enhanced if one side plays the advocate of short-term considerations while the other plays the advocate of long-term considerations. In contrast, differences between marketing and sales in regard to product knowledge and interpersonal skills are deleterious to market performance. Thus, the kind of difference makes a difference. [ABSTRACT FROM AUTHOR]

Multimedia advertisements often contain nonverbal auditory elements, such as music and sound effects, and nonverbal visual elements, such as images and logos. On the one hand, these elements can have the unintended negative effect of interfering with the processing of the verbal ad copy. Two experiments demonstrate that auditory elements interfere more with the learning of and cognitive responding to English ad copy than with Chinese ad copy, and vice versa for visual elements. On the other hand, auditory and visual elements have the intended positive effect of facilitating ad copy recall when they are reinstated as part of an integrated marketing campaign or as a recall cue in an advertising tracking study. A third experiment demonstrates that auditory elements are better retrieval cues for English than for Chinese ad copy, and vice versa for visual elements. The authors discuss implications of these cross-linguistic differences for the effective design of multimedia communications, integrated marketing campaigns, advertising tracking studies, and cross-cultural research. [ABSTRACT FROM AUTHOR]

Many advertisers adopt the integrated marketing communications perspective that emphasizes the importance of synergy in planning multimedia activities. However, the role of synergy in multimedia communications is not well understood. Thus, the authors investigate the theoretical and empirical effects of synergy by extending a commonly used dynamic advertising model to multimedia environments. They illustrate how advertisers can estimate and infer the effectiveness of and synergy among multimedia communications by applying Kalman filtering methodology. Using market data on Dockers brand advertising, the authors first calibrate the extended model to establish the presence of synergy between television and print advertisements in consumer markets. Second, they derive theoretical propositions to understand the impact of synergy on media budget, media mix, and advertising carryover. One of the propositions reveals that as synergy increases, advertisers should not only increase the media budget but also allocate more funds to the less effective activity. The authors also discuss the implications for advertising overspending. Finally, the authors generalize the model to include multiple media, differential carryover, and asymmetrical synergy, and they identify topics for further research. [ABSTRACT FROM AUTHOR]

The authors develop a framework for understanding the behaviors and practices of service providers that build or deplete consumer trust and the mechanisms that convert consumer trust into value and loyalty in relational exchanges. The proposed framework (1) uses a multidimensional conceptualization for the trustworthiness construct; (2) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (3) specifies value as a key mediator of the trust-loyalty relationship. The authors test the proposed model using data from two service contexts--retail clothing (N = 264) and nonbusiness airline travel (N = 113). The results support a tripartite view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, the authors find evidence of contingent asymmetric relationships between trustworthiness dimensions and consumer trust. For frontline employees, benevolent behaviors demonstrate a dominant 'negativity' effect (i.e., a unit negative performance has a stronger effect than a unit positive performance), whereas problem-solving orientation has a dominant 'positivity' effect (i.e., a unit positive performance has a stronger effect than a unit negative performance). Value completely mediates the effect of frontline employee trust on loyalty in the retailing context and partially mediates the effect of management policies and practices trust on loyalty in the airlines context. The role of frontline employees is more critical in the retailing context, whereas management practices and policies play the dominant role in the airlines context. Overall, the proposed framework successfully models trust and loyalty mechanisms across the two industries examined in the study, while remaining sensitive to essential contextual differences. [ABSTRACT FROM AUTHOR]

"Buy domestic" promotions in various countries often urge citizens to help domestic workers whose jobs are threatened by imports. To explain why purchasers might engage in buy domestic purchase activities, the authors develop and test a model that features six explanatory constructs drawn from previous behavioral research about why people help distressed victims. The authors use multiple-group structural equation analysis of survey data from Portugal and the United States to test the model. The results strongly support the model and are quite consistent for both nations. In both nations, supportive purchase-related behavior increases as purchasers feel competent to help; believe that the threat from imports is salient; perceive social influences that support helping; hold values that derogate foreigners but support domestic citizens; and, for the United States only, perceive lower personal costs of helping. These findings suggest implications for buy domestic promotions. [ABSTRACT FROM AUTHOR]

This paper presents a unifying framework for the analysis of distribution channels which encompasses both economic and sociopolitical determinants of channel member behavior and provides a suitable departure point for comparative work. The framework integrates present approaches to the study of marketing channels and provides an essential, but heretofore missing, basis for comprehensive empirical research in the area. [ABSTRACT FROM AUTHOR]

The article discusses a case study pertaining to the marketing strategy of concept testing. It is a procedure which measures the consumer reaction to a new product, concept, or new service. The study focused on a U.S. nonprofit educational services organization looking to expand its service offerings. The company developed a questionnaire designed to determine which of their services would be marketable and to whom. Through an integrated concept evaluation procedure the company was able to pinpoint four markets where their services would be applicable. Experts say by testing their concept the company saved considerable investment of time and money.

The article discusses experimental and theoretical concepts, ideas, and models in marketing. One method explored is an integrated approach to marketing management called Total Performance Measurement (TPM). The system combines customer satisfaction, profitability, employee attitudes, and social impact. It is designed to provide more accurate indicators of overall performance in all service delivery areas. Another proposal is for an assorted brand approach as the dependent variable in marketing studies. A concept for marketing research employing different concepts of product development is also discussed.

The article reports on the development of an integrated marketing plan formulated by land developers. The author focuses on analyzing case studies in which marketing personnel was brought into a project early in order to steer the marketing strategy in the right direction. In many cases the marketing director works with the land developer during the planning stages of construction. The marketing representative then prepares a presentation for the financial lender detailing the economic and financial aspects of the project. The marketing representative is also responsible for planning and executing the advertising campaigns that are used to sell homes. The author proposes that retaining a marketing manager facilitates team coordination.

The visual complexity of magazine ads was found to be positively related to looking time in all set conditions. Under an ‘advertising study’ set, ads looked at longer were better remembered, while under a ‘perception study’ set, ads looked at longer were poorly remembered. [ABSTRACT FROM AUTHOR]

The author suggests a concept testing procedure which relies on cocept evaluation and positioning by market segments. The integration of multidimensional scaling, conjoint measurement procedures, and related multivariate statistical techniques is explained and illustrated. [ABSTRACT FROM AUTHOR]

Marketing is a field in transition. In recent years, its spectrum has broadened to involve marketing of social causes. So far, we have been flooded with literature and discussions of the theoretical underpinnings of broadening the concept of marketing. There seems to be a greater need now to examine available evidence of "broadening type" applications, especially in the most controversial area of "social marketing." This is a report on a social marketing application. It explores the application of marketing technology in family planning. [ABSTRACT FROM AUTHOR]

How can marketing management better evaluate the effects of in-store conditions on sales while not ignoring the primary catalyst the consumer? This article reports a study designed to obtain shopper and in-store information from the same research design. Such a design permits a measurement of the interaction between in-store and shopper characteristics as they affect sales. [ABSTRACT FROM AUTHOR]

A number of large companies already have marketing intelligence departments, and others are planning to activate them. What lies behind this recent development in marketing management? What is meant by "marketing intelligence"? How does a company organize for it, and what benefits may be derived from it? Here is the rational behind this new staff function of business. [ABSTRACT FROM AUTHOR]

The article discusses the use of visual analysis in marketing research. Visual analysis refers to an exploratory technique used to identify significant factors of influence. An example of visual analysis is presented. The technique involves the use of cards representing one case or unit of observation. The cards are placed into categories based on the characteristics desired in the study. The cards are used to define patterns of characteristics. The researcher can use the cards to explore relationships.

Commentary is provided for the article "The Integrated Marketing Institution and Public Welfare," by Ralph Cassady, Jr., published in the January 1, 1941 issue of "Journal of Marketing." The author believes that Cassady falls into the trap of believing that public welfare is directly tied to lower prices.

The supposed antithesis of credit and marketing management has hindered the development and integration of both. Through the application of newer concepts of management to credit management, the author believes that ways are open for achievement of broader marketing objectives. [ABSTRACT FROM AUTHOR]

The article discusses management's critical examination of the marketing process and the interdependence of the many factors that should play into marketing analysis, research, and planning. The author differentiates between two perspectives, looking at consumer interests, buying and motives, as well as selling activities and marketing channels. The article presents several case histories, presenting the purpose of the study, their weaknesses, and the inclusion or oversight of dependent factors that may have influenced the results. The author advocates for integrated marketing analysis, as its results justify the cost. The author presents several arguments for a more scientific study of marketing, seeing real results and profits in business.

Although on-premise signs have received scant attention in the academic literature, they serve important functions as marketing and promotional devices. This article provides a conceptual framework that outlines the marketing functions of on-premise signs. It provides support for the framework by surveying small and medium-sized business owners. The authors argue that because of the importance of on-premise signs and the lack of guidance in the literature and in practice, a marketing perspective on the value of signs in needed in legal cases. This perspective should also be considered in the processes local communities use to make decisions about sign codes. To address this missing perspective, the authors propose a new valuation method for estimating the value of signage to the business enterprise. This method is centered on valuing the cost of replacing the customer exposures to the sign, which offers a conservative but just measure of compensation for business owners. [ABSTRACT FROM AUTHOR]

In 2008, the Federal Communications Commission (FCC) initiated a docket to determine whether existing television sponsorship regulations needed to be revised to address embedded advertising. This article first discusses current embedded advertising practices on television and the alleged problems with those practices. It then explains the current legal framework applicable to the practices. Next, the article analyzes the major reform positions that were articulated in comments to the FCC. This analysis includes a discussion of the First Amendment protections for advertising and for the creative works in which the integrated marketing is embedded, because many times the advertising is difficult to separate from its entertainment platform. The article concludes with recommendations for next steps by the FCC and industry. [ABSTRACT FROM AUTHOR]

The article presents a research which examines the relationship marketing based on the three dimensions of customer satisfaction, brand loyalty, and compliant behavior. Literatures related to the aspects of relationship marketing such as customer confidence and conflict handling and the demographics variables of ethnicity and income are presented. The researchers utilized the empirical method with integrated model to analyze relationship marketing with the variables. Results of the study indicate significant association of conflict handling and communication with customer loyalty and the positive contribution of the three dimensions to costumer satisfaction. Also noted is the need for the marketers to build customer relationship based on trust and competence.

The article discusses the advantages and disadvantages of marketing health care services through sponsorship of proprietary and/or non-proprietary events. Distinctions between each marketing strategy are listed, citing the trade-off between audience and exposure size, facilitation costs, and direct message control. Comparative research is provided extensively comparing marketing management factors such as environmental, strategic, and resource challenges. Case examples of successful implementations of each method are provided along with commentary.

The article discusses the denial and depression which people associate with hearing loss and the use of hearing aids as well as challenges facing marketers of the product. Most potential users avoid purchasing a hearing aid because they feel it would make them appear old and feeble. Negative images associated with hearing aids are discussed, many of which present a challenge to the products' marketers. The author notes the importance of strategic choices in media and messages. The effectiveness of public or private media are more effective at inducing favorable attitudes and purchase intentions toward hearing aids. Media is more effective when it conveys information tailored for one's personal needs which can be studied at a leisurely pace rather than mass communications emphasizing an embarrassing problem.

The article explores the practice of combining two non-competing brands as part of the integrated marketing communications mix for health plans. Integrated marketing communications programs are being used to create and reinforce brand imagery, heighten top-of-awareness, and positively influence plan satisfaction. Consumer research has shown that associations toward one object affect evaluations of a second object when both are arranged together temporally or spatially, as occurs in co-promotion advertising campaigns. Because a co-promotion strives to increase usage of two different brands in two different product categories, consumers must be able to attribute some logic or meaning to the two brands joining together. To investigate possible product category similarity effects between the partner product category and a health plan, three ad executions were created: a control or traditional health maintenance organization advertising, a co-promotion advertising featuring a partner in a similar product category, and a co-promotion advertising featuring a partner from a less similar product category. INSET: EXECUTIVE HIGHLIGHTS.

Elderly consumers are often without adequate social support. Shopping habits may have significant implications for these consumers' mental and physical welfare. When shopping is seen, at least partly, as a social activity, consumer-market interactions become a widely available substitute for true or traditional social support. By introducing the century-old social support literature and integrating it with more recent consumer behavior and relationship marketing literature, the authors propose a conceptual framework that delineates the consumer health implications of shopping behavior. On the basis of this diverse literature, they propose several testable propositions. Additionally, they discuss public policy implications and future research directions. [ABSTRACT FROM AUTHOR]

The article describes the application of relationship marketing techniques to hospital administration. The necessity of promoting and maintaining positive patient relationships in hospital management is emphasized. The particular marketing practices of Jewish Hospital in Louisville, Kentucky are examined, highlighting their successful implementation of specific service focusing, marketing communication strategies, and continuous result tracking and evaluation. It is suggested that well-executed and focused marketing strategies can not only increase awareness of health services, but also generate positive demand.

The authors introduce the latent class or latent structure model, a relatively new and underutilized quantitative marketing research method for marketing researchers who frequently analyze discrete choice data in connection with segmentation. They look at the advantages of choice data and discrete choice models and discuss important issues regarding segmentation. A latent class logit model is formulated and its use illustrated with a segmentation application for a database marketing program. [ABSTRACT FROM AUTHOR]

The article reports that facsimile transmissions have became a key element in helping individuals and organizations rapidly share information. This paper also compares prenotification and postnotification effects, response rates, information quality, and response speeds for both survey methods. Advancements in the growth, integration, and quality of fax technology give researchers widespread access to business, government, and professional populations. Fax methodology can materially decrease response times in comparison to mail and appears to have potential for researchers who are limited by funds and manpower to collect information quickly and efficiently.

The article discusses the division in marketing management theory between consumer attitudes and behavior. Some experts believe that if consumer attitudes can be changed behaviors will follow. Others contend that consumer behaviors must be altered before consumer attitudes can be transformed. Marketing managers hope to resolve this conflict and direct their efforts either to advertising or sampling and couponing. Advertising focuses primarily on changing consumer attitudes with the theory that attitudes will lead to changes in behavior. Sampling and couponing works to disrupt consumer behavior in the hopes of altering attitudes.

A relatively new computer mapping program called Synagraphic Mapping System (SYMAP) has potential usefulness for marketers. This article describes the program and briefly discusses its probable applications to marketing problems. [ABSTRACT FROM AUTHOR]