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With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both sides are underresearched. Utilizing survival analysis modeling to examine a longitudinal dataset of 69 global sponsorships, the purpose of this research is to isolate factors that predict the dissolution of such partnerships and test a dynamic, integrated model of sponsorship decision-making. From the perspective of the sponsoring firm, congruence and high levels of brand equity were found to reduce the hazard of dissolution. Results indicate that economic conditions, such as an inflationary economy, are a statistically significant predictor of sponsorship dissolution. Increased clutter was also detrimental, with every one sponsor added increasing the hazard of dissolution, demonstrating the importance of exclusivity in global sponsorships. [ABSTRACT FROM AUTHOR]

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010-2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme. [ABSTRACT FROM AUTHOR]

The authors introduce and examine a new marketing concept that a small set of leading firms has begun to adopt: marketing doctrine. Marketing doctrine refers to a firm’s unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices. As such, marketing doctrine provides a firm-wide common approach to decision making. Importantly, marketing doctrine helps a firm address the classic consistency–flexibility conundrum by providing high-level guidance to all decision makers in the firm (thus ensuring consistency) but not specifying execution details (thus allowing for local flexibility). Across three samples, the authors explore the concept using a discovery-oriented, theories-in-use approach with 35 executives from several industries. This article makes four contributions. First, it offers a parsimonious definition of the marketing doctrine construct and contrasts it with related constructs. Second, it offers insight into how firms can develop marketing doctrine. Third, it develops a conceptual model that identifies the antecedents and consequences of marketing doctrine use. Finally, the authors explore the moderating effects of three unpredictable environments (competitive intensity, market turbulence, and structural flux) on the marketing doctrine use–performance relationship. [ABSTRACT FROM AUTHOR]

The authors examine the relationship between strategic type and development of distinctive marketing, market-linking, technology, and information technology (IT) capabilities to implement innovation strategy. They hypothesize that prospectors must build technical and IT capabilities, whereas defenders develop market-linking and marketing capabilities. The authors collect data from 709 firms across the United States, Japan, and China. They find support for their capability hypotheses, as well as for some of their cross-national hypotheses that are based on cultural and business environment differences among the three countries. In particular, they find support for the hypotheses that Japanese firms have greater technology and IT capabilities than U.S. firms of the same strategic type. They conclude with implications for management. [ABSTRACT FROM AUTHOR]

This essay tries to show how the inflation of marketing panaceas over the past 20 years has failed to calm the conflict between our discipline and consumers. Quite the contrary, it has had more of an incendiary effect because of its tendency to try to renew and regenerate itself by shamelessly appropriating referentials that go well beyond what is traditionally associated with the market sphere. The end result is that consumers have developed a new type of resistance to marketing approaches, one that will require second order types of changes in our discipline. Some of the seeds for this change can be found in the most recent marketing panaceas, which have been presented (and maybe conceptualised) using two ideas: 'market with' and 'societing'. The present essay does not aim to produce a new great theory of marketing, nor does it offer a new paradigm. It merely tries to stimulate reflection about which modes of thinking might help today's world to avoid marketing fundamentalism and colonialism. [ABSTRACT FROM AUTHOR]

This conceptual paper investigates the way in which some Swiss watch firms respond to innovativeness, their capacity to innovate, and their engagement in the innovation process. A purposeful (judgmental) stratified sampling method was employed, where in-depth interviews with thirteen marketing managers and owners, was carried out over a three-month period. Meaning units (MUs) were abstracted, to compare and discuss with the interviewees until a basic agreement of terms could be made. By providing tangible evidence of qualitative statements, this research suggests that if decision makers wish to influence business performance, they need to be aware of this comprehensive insight into the potential for innovativeness. [ABSTRACT FROM AUTHOR]

A sample (n = 295) of five- to eight-year-old children participated in an experiment, which included a control group, where the treatment group played a Froot Loops cereal advergame that made a superiority claim for the cereal compared to fresh fruit. Measures of their responses to the brand featured, as well as their level of persuasion knowledge, were collected. Although the treatment group failed to believe Froot Loops were healthier than fruit, the older children in the group reported significantly higher preference for the brand over other cereals and other food types. No differences in intentions to request the cereal were found. Children's preferences for the Froot Loops brand were not associated with their persuasion knowledge about the advergame. [ABSTRACT FROM AUTHOR]

Termination of new product development projects was examined as an advocacy process influenced by performance judgments and unobserved performance thresholds, and contextual factors related to the radicalness of such projects were studied as influences on those judgments. We applied survival analysis to four panels of data on 80 newly initiated new product development projects. Advocacy, performance judgments, and threshold effects were related to termination decisions. Contextual factors were also related to these processes. [ABSTRACT FROM AUTHOR]

The author investigates scenario generation and analogical reasoning as potential sources of bias in new product forecasting. In a series of studies, scenarios and analogies are shown to have persistent effects on judgment, despite subsequent use of corrective analytic techniques (e.g., counterfactual reasoning, counterscenarios, counteranalogies, decomposition, accountability). These findings demonstrate the robustness of nonanalytic processes on judgment and the need to be aware of their seductive effects. [ABSTRACT FROM AUTHOR]

At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision-makers. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities of information perceived by managers to be 'useful' to facilitate their decision-making. Building upon previous qualitative research examining the information needs of senior marketing executives, the authors present the findings of a second qualitative research phase seeking to define the domain of one construct reported by Ashill and Jobber (1999), namely Perceived Environmental Uncertainty. The results, based on interviews with 20 senior marketing executives suggest that this construct may be multidimensional and associated with three different types of uncertainty conditions. [ABSTRACT FROM AUTHOR]

Although strategy exists at multiple levels in a firm (corporate, business, and functional), there is a dearth of research in marketing literature that focuses on the dependency among strategy at different levels. The authors address this issue by examining the relationship between deconglomeration and marketing strategy. Deconglomeration refers to the divestiture behavior of a conglomerate firm and the transformation of its business portfolio from one that is largely composed of several unrelated businesses to one composed of fewer and related businesses. Drawing on multiple theoretical perspectives, the authors propose a conceptual model delineating the environmental and organizational drivers of deconglomeration and its outcomes for marketing. The authors suggest that after deconglomeration, (1) a firm can be expected to be more competitor and customer oriented, (2) multimarket contact with competing firms and seller concentration will increase, (3) businesses retained by the firm will be more innovative and place greater emphasis on advertising compared with sales promotion, and (4) the firm's culture may become more externally oriented. Furthermore, the locus of decision making for marketing strategy may shift more toward senior management levels. In summary, changes in a firm's corporate strategy could lead to significant changes in the marketing strategy of its business units. [ABSTRACT FROM AUTHOR]

Social websites available over the Internet help users in predicting future events. User preferences over the web are in the form of blogs, textual content, public forum discussion and social media. However, reading informal discussions impact the users in the global market. In this paper we have proposed an SVM based classification method which assists the users to make informed transactions. Classifier makes use of the information available in the social media to make correct decision in the market. Our approach is compared with the traditional human based prediction approach and the results indicate that the classifier based prediction approach produces higher accuracy in terms of prediction compared to the traditional approach. Market window size is set to 30, 60 and 90 days respectively. [ABSTRACT FROM AUTHOR]

This article discusses five dominant themes and important empirical findings in the recent literature on the marketing-finance interface. [ABSTRACT FROM AUTHOR]

Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a student representative council (SRC) election at the university, the six student parties contesting for the leadership office utilised Facebook in communicating and marketing their campaign messages to fellow students. This research therefore empirically investigated how Facebook influenced university students' intention to vote and elect an SRC for the institution. The survey methodology was adopted in collecting data and non-probability sampling, a form of convenience sampling was utilised in selection of suitable participants for the study. A total of 381 students participated in the study responding to questions examining potential drivers of selection of a particular student representative party (SRP). A conceptual model was developed with Facebook constructs that included "medium credibility of Facebook", "peer communication on Facebook" and "user trust of Facebook" among other factors that influence students' choice of an (SRP). The main findings established that identification with peers was observed as having the most significant impact on youths' intention to vote for student representatives. Message credibility was found to have weak impact on student's intention to vote for a particular (SRC) candidate. Implications emerged from the findings and further research suggestions were provided. [ABSTRACT FROM AUTHOR]

Advertising budgeting theory suggests a number of important components of that decision-making process, many of which are examined in this article from the perspective of leading U.S. consumer advertisers. Sixty marketing, advertising and financial executives provide detailed information concerning the general characteristics of their company's advertising budgeting models, the use of computers and software packages and suppliers, variables and data bases typically analyzed and the perceived performance of their budgeting procedures, among other factors. Although most executives indicate that computers are used in the advertising budgeting process, only about one third of them also analyze advertising-sales response functions. The majority of all executives believe that their company's advertising budgeting procedures need "some" or "much" improvement and many offer recommendations. [ABSTRACT FROM AUTHOR]

The article reports on the effect of industrial advertising on decision making processes related to budgeting. The author focuses on analyzing research related to the effectiveness of industrial advertising. A business planning model developed by Robert S. Weinberg is used to depict the relationship between sales and industrial advertising. Weinberg's model illustrates the effect advertising expenditures have on market share. Although the study has few implications for specific expenditure decisions, the formulation of an advertising-to-sales ratio is discussed. Economies of scale in industrial advertising are also examined.

The article discusses the four characteristics of new product introduction models that affect their acceptance by a firm, and then describes a model that scores favorably within these four dimensions. The author points out that many firms are reluctant to adopt a model for introducing a new product because they feel that the cost of adopting the model will be larger than the model's value to the firm. The four characteristics that influence a model's acceptance include the stage of the new product planning process to which a model is applied, the kind of variables it includes, the kind of data that is needed, and the marketing managers trust in a positive outcome. Lastly, the author gives a thorough description of the NEWPROD model.

This paper explains the basic social process of "personal legitimising" and illustrates its influence on marketing activity. Personal legitimising is the process by which individuals manipulate situations to suit their own agenda. The link between personal legitimising and an organisation's marketing activity was discovered using a grounded theory research strategy within a UK management consulting firm. Personal legitimising has two groupings of behaviour, namely "obstructing existing marketing activity" and "driving new marketing activity". Within the former are the categories of "stigmatising," "pseudo endorsing" and "smokescreening". The latter incorporates the categories of "latching on," "self indulging" and "bragging" The paper has three parts The first explains the basic social process of personal legitimising The second shows how grounded theory methodology was used in this context. The third develops the possible contribution of personal legitimising to the understanding of marketing. [ABSTRACT FROM AUTHOR]

This paper examines important issues regarding the marketing of financial services to corporate customers in Cyprus, where growing competition and government policy have created major challenges for existing banks. A key competitive issue is the way banks manage their existing customer relationships whilst developing their "product" range and service quality to meet increasingly sophisticated and demanding corporate clients. The relationship marketing approach forms the central theoretical perspective on which the empirical work was based. In-depth interviews with the major banks and a sample of medium-sized Cypriot companies were conducted to determine the nature of bank usage and buying behaviour, as well as perceptions of service quality among respondent companies. Interesting differences emerge in the research findings regarding the importance of various banks evaluation criteria as perceived by bank executives on the one hand and by corporate financial decisionmakers on the other. The research also identifies significant differences between clients' expectations and perceptions of bank performance on a number of service quality dimensions. These findings have a number of managerial implications which are discussed in the conclusions. [ABSTRACT FROM AUTHOR]

The traditional model of marketing planning assumes that the process by which organizations take planning decisions is constant with respect to context. Organizational environment, internal context, performance and distinctive competency affect marketing planning only as information inputs for the planning process, not as influences on the choice of process. However, rapid change in environments, in competitive patterns and in market responses all demand action from organizations. Intuitively, we expect that rapid environmental change will require a faster planning process, and that increasing environmental complexity requires more careful deliberation. The marketing planning model does not accommodate such intuition. This paper outlines the case for rethinking marketing planning models, and develops a conceptual framework through which the impact of environmental context on marketing planning processes can be effectively examined. [ABSTRACT FROM AUTHOR]

Many marketing planning and evaluation tasks involve making multicriterion decisions, sometimes involving groups. The analytic hierarchy process (AHP), by building a customized hierarchy to represent each problem, leads to the likely identification of all key components affecting decision-making, which contrasts with "seat of the pants" decisions. The most important objectives and alternatives at each hierarchical level are determined through trading off preferences. This can also help reconcile group conflict. Data collection using AHP involves each decision maker determining their relative intensity of preferences by uniquely combining quantitative and qualitative data on to a single scale. To reduce tedium, appropriate software can significantly speed up results. Furthermore, the ability to calculate and present results at each decision level can be used to support, persuade and justify proposed out-comes to top management. This is important for marketing managers fighting for scarce resources. [ABSTRACT FROM AUTHOR]

An empirical study of marketing planning decision making has revealed few differences between samples of UK and US companies. Although few companies consider that their decision making is effective, there seems to be a reluctance to use decision making methods that are advocated in the literature. [ABSTRACT FROM AUTHOR]

Governance strategies, such as integration or control, structure and regulate the conduct of parties in exchange relationships; as such, they serve to constrain the latitude of the decision making of channel partners. Similarly, collaborative communication can be used to create an atmosphere of mutual support, thereby creating volitional compliance between partners. The authors develop a model that addresses the interrelationships of governance and communication and examine the effects of collaborative communication on channel outcomes (the dealer's per- ceptions of commitment to, satisfaction with, and coordination of activities with a focal manufacturer) across various levels of integration and control. Based on survey data collected from a national sample of computer dealers, the findings indicate that when levels of integration or manufacturer control are high, the effect of collaborative communication on outcomes is weaker than when integration or control is low. [ABSTRACT FROM AUTHOR]

The authors investigate the attributional processes involved in marketing planning. Using MARKSTRAT, a marketing simulation game, as a research setting, they find that decision makers are likely to have self-serving biases in their causal attributions for performance. The attributions are related to marketing decision makers' intrinsic incentives to succeed, expectations of future performance, and planning behavior. [ABSTRACT FROM AUTHOR]

Recently it has been proposed that marketing science adopt a relativist orientation. The authors explore the nature of relativism as it is currently being discussed in the philosophy of science. Special attention is given to various types of cognitive relativism. Major implications for marketing science also are discussed. [ABSTRACT FROM AUTHOR]

Chakravarti, Mitchell, and Staelin (CMS) draw a number of conclusions about judgment based models that agree with our field experience. However, we question whether their experiments form an adequate basis for ascribing negative effects to decision calculus models. A key part of the laboratory task is to estimate five model parameters, given between six and 18 observations of a share-advertising time series and no further market information. By contrast, in our field experience a major advantage of decision calculus models is that managers base their calibrations on multiple information sources and detailed knowledge of market and consumer behavior. [ABSTRACT FROM AUTHOR]

This paper presents a comparative analysis of the findings of two field studies and three recent laboratory experiments that assessed the efficacy of judgment based models in aiding marketing decision making. This analysis indicates factors that may affect the effectiveness of these models. The implications of the findings for users of judgment based marketing decision models as well as model builders are discussed, and suggestions are made for future research to improve the models' effectiveness. [ABSTRACT FROM AUTHOR]

In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or accounted for variance in the categorization of objects, thereby reducing groupings due to chance covariation. [ABSTRACT FROM AUTHOR]

Persistent inflation in the American economy has led accounting rule makers to require large firms to report the effects of inflation on certain of their financial statement data. At present, these adjusted data are to be presented as supplementary disclosures under Statement of Financial Accounting Standards No. 33, "Financial Reporting and Changing Prices." One major result will be significant changes in cost estimates and asset valuations. The changes in financial accounting requirements are likely to be reflected almost immediately in managerial accounting procedures, with specific implications for marketing decisions in such areas as new product introduction, pricing strategy, and the valuation of individual customers and market segments. The authors describe the new accounting data briefly and, using examples, illustrate the implications for marketing managers. [ABSTRACT FROM AUTHOR]

In the presence of a dynamic marketing decision making environment, there is a need to develop market response models which can adjust automatically to changing data patterns. This paper demonstrates the use of feedback approaches to develop self-adaptive market response models. [ABSTRACT FROM AUTHOR]

Although the consumer behavior of young people has become of increasing interest to marketing practitioners and public policy makers little empirical data are available to be used in effective decision making. This paper presents an analysis of adolescent consumer behavior and provides empirical data useful in understanding differences among teenage consumers. [ABSTRACT FROM AUTHOR]

In the past 10 years, a new technology has emerged for assisting and improving marketing decision making. We define a marketing decision support system as a coordinated collection of data, models, analytic tools, and computing power by which an organization gathers information from the environment and turns it into a basis for action. Where such systems have taken root, they have grown and become increasingly productive for their organizations. [ABSTRACT FROM AUTHOR]

Retail price, newspaper advertising, display space, and display location quality were tested at two levels for selected fruits and vegetables according to a fractional factorial research design in four large supermarkets. The resulting impact on rates of sale was analyzed for four classes of items; hard fruit, cooking vegetables, salad vegetables, and soft fruit. [ABSTRACT FROM AUTHOR]

Is a marketing system that maximizes individual choice and stresses individual satisfaction anachronistic in a world with growing awareness of its limited environmental resources? The author believes marketing is about to undergo a profound change by shifting its emphasis to nonmaterial consumption and societal considerations. Several ways are suggested in which marketing might adapt to the changed circumstances brought about by environmental pressures. [ABSTRACT FROM AUTHOR]

The article reports on the results of a study that focuses on identifying patronage motives that may be important in the choice among competing food retail stores. The author focuses on a semantic differential that an outlet's management team can employ to obtain market information on the variables that drive consumers' decision making habits. Ways of evaluating a store's advertising strategy, while taking into consideration competitive behavior within the industry, are recommended. Merchandising components relative to specific consumer groups are analyzed.

Impulse purchasing is an important aspect of customer in-store behavior as discussed in the previous article. The authors of this paper indicate that the concept, as presently employed, has limited usefulness as a basis for marketing decisions. They outline the problems marketers must confront in order to make the unplanned purchasing concept operational for marketing decisions. [ABSTRACT FROM AUTHOR]

While the debate over the proper role of antitrust continues, the scope of possible government intervention has been increasing. This article discusses the emerging relationship between advertising and antitrust in the determination of the relevant market as it has been developed in recent court cases. The author cautions that business judgment can not be relied on as a safe-guard against antitrust actions, if indeed it ever could. [ABSTRACT FROM AUTHOR]

The application of the systems approach to marketing management promises to breathe new life into marketing research. In this article the authors present their views of the relationship between decision-information flows and the management process in marketing, and state the case for expanding traditional marketing research into marketing information systems." [ABSTRACT FROM AUTHOR]

One of the events that excited the most comment in petroleum marketing circles in 1956 was the introduction by Sun Oil Company of five grades of gasoline in Florida. This was particularly significant since Sun had traditionally manufactured and marketed only a single grade of gasoline. Sun has long been a major factor in price and quality competition in its marketing territory. This is a case history of competition showing how these factors of price and quality competition, along with Sun's distribution setup and technological capacity, influenced the decision to market multiple grades of gasoline. [ABSTRACT FROM AUTHOR]

The article discusses an area of operations research, sensitivity analysis, which deals with the impact that changing factors or conditions have on decision rules. The author explains and illustrates how decision makers should think in terms of a decision range rather than a single-valued decision parameter. The article addresses the decision range, models of behavior, business information, data collection and processing, and presents a series of marketing management decision problems. The author emphasizes that single-valued decision rules fail to take into account differences in the values of parameters. An optimal-sensitive decision rule is a more effective tool.

The author presents his views on the potential role of credit managers in marketing conferences. According to the author, the credit manager is a master of sales promotion who's job it is to foster customers' goodwill toward the company. The author believes that credit managers can assist management in making sound marketing decisions to avoid dealing with high risk customers.

The article discusses the use of DEMON (Decision Mapping via Optimum Networks) as a decision making system for marketing new products. As of 1968, new products have a 60 percent failure rate, despite studies of consumers and test marketing. DEMON is a computerized marketing management model intended to reduce money spent on marketing research and advertising, promote profit returns, and impartially analyze input data. The model also reduces lead times in product introductions, allowing companies to respond to more quickly to market forces.

The article discusses importance-performance analysis, a method used to determine the effectiveness and consumer acceptance of marketing programs. According to the author, marketers must first identify the key features of their marketing mix, using methods such as personal interviews, focus groups and managerial judgment. The author notes that importance measures and performance should be kept separate from one another. Also noted is the ability the of importance-performance to bring marketer's attention to aspects of a marketing program that need improvement. [ABSTRACT FROM AUTHOR]

The article contains a section of abstracts regarding Marketing Policy Decisions from various publications. Some of the articles include "Trends in Distribution Planning and Control," by A.J. Pendlebury from the publication, "Management Accounting;" "Financial Analysis and Marketing Strategy," by P.C.N. Mitchell from the publication, "Management Accounting;" and "The Participation Concept as a Key Factor in Integrating Professional Services Within the Modern Corporation," by W. Schlackman from the publication, "Admap."

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