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The article discusses the professional career of the economist Louis D. H. Weld. Weld graduated summa cum laude from Bowdoin College in 1905 and received his Ph.D from Columbia University in 1908. After receiving his doctorate, he taught at several colleges and universities including the Wharton School of Commerce and Finance at the University of Pennsylvania from 1908-1917. In 1917, Weld was hired by Swift and Company, the leading marketer of livestock, meat, and related products, for the task of preparing the company's defense in the U.S. Federal Trade Commission's investigation in the livestock industry and to present a clear picture of the marketing services rendered by the company. Several texts written by Weld are mentioned in the article.

Why does so much of our contemporary advertising violate the rules of effective communication, the application of which could easily increase the power of advertising? This article explains why … by pointing out several factors which have been overlooked or misunderstood in advertising theory. It also tells how the advertiser can make his advertising operate much more effectively. [ABSTRACT FROM AUTHOR]

The article summarizes the views of noted economists John Kenneth Galbraith and Edward H. Chamberlin towards marketing. Economic theorists believe marketing costs are inefficient 'selling costs' which are a result of pure or perfect competition. The article discusses marketing and its relation to economic theory; the causes and purposes of marketing are addressed. Considerations include the optimum output level, cross elasticity of demand, heterogeneity of consumers' needs and desires, and the impact of demand on production. The wealth of the United States is taken as a presupposition to the ideas set forth in the article.

The purpose of this paper is to explore the prospects for research in marketing. In conducting this exploration, it will be useful at the outset to appraise the current state of research in marketing and to make some distinctions among kinds of research activities. Special consideration will be given to what appear to be significant differences between the nature and strategy of fundamental research and the nature and strategy of applied research. The role and the future potentials of each category will be discussed. Finally, an attempt will be made to indicate some opportunities for fundamental research that appear to be of critical importance to the professional development of marketing and to a continually rising trend line of economic performance. The term "research in marketing" is used in this discussion as a deliberate choice. The more familiar phrase "marketing research" as a result of the way it has been used has come to imply concentration of interest on market measurement problems, and this is clearly the area that has commanded the attention of most practitioners and students of marketing. But the scope of this paper is considerably broader, extending to all phases of marketing considered as the essential complement to production. [ABSTRACT FROM AUTHOR]

The article discusses the use of supplementary materials in marketing research education. A survey was conducted among U.S. marketing educators regarding the use of supplementary tools in their curricula. According to the results all of the respondents said they utilized at least two types of supplementary materials. The teachers questioned reported that the supplementary materials were essential components of their courses. Case studies were commonly used as supplementary materials. The respondents expressed a general lack of dissatisfaction with the supplementary materials available to them.

The article presents news briefs from the American Marketing Association (A.M.A.). The organization's mission statement is outlined. Among the goals and objectives are the improvement of marketing personnel and the development of a better public understanding of marketing problems. The 1951 A.M.A. winter conference was held in Boston, Massachusetts.

The article discusses the introduction of aptitude tests utilized for survey interviewer selection. The selection process was recognized in the 1951 Surveys of Consumer Expenditures conducted by the Prices and Cost of Living Division of the U.S. Bureau of Labor Statistics. The need for survey interviewers increased in the post World War II period and the labor market changed. The characteristics judged to be the most important in the survey interviewer position were intelligence, verbal ability, clerical perception, and personality. A four-battery aptitude test was chosen and administered.

The article presents an outline prepared by the Distribution Cost Committee. The purpose of the outline is to address various misconceptions within the marketing industry pertaining to distributions costs. It is also suggested that the information contained in this outline may be useful to industry professionals conducting research studies. The outline contains information about subjects including marketing systems, marketing output statistics, and industrial efficiency in connection with distribution costs.

The article reports the author's opinions regarding subjects of importance to both economists and marketing personnel. The importance of marketing research is discussed in connection with the economic implications of consumer behavior. It is suggested that marketing theory and economic theory may be intertwined. The functional approach to the study of marketing is compared to the managerial approach. It is proposed that economists may be most interested in the managerial aspects of marketing, as this is the area most affected by economics. The author presents a criticism of fundamental economic theory that focuses on possible inaccuracies associated with the cost curve concept. The theory of monopolistic competition is discussed in relation to equilibrium.

The article reports the author's opinions regarding the importance of marketing research. It is suggested that, while marketing research isn't prevalent in the 1950s, it could soon become an imperative area for professionals working in the field of marketing in the U.S. The development of marketing research throughout the 1940s is discussed in detail. The role of the marketing research manager is examined in relation to fundamental aspects of organizational structure. The author recommends that organizations establish internal marketing research departments designed to observe consumer patterns outside of the office environment.

The article reports on marketing professionals that greatly influenced the field of marketing during the years 1900 through 1923. The author includes information about marketing professionals including George M. Fisk, Simon Litman, Edward D. Jones, and James E. Hagerty. General information about the education and development of marketing innovators is provided as a background for specific information presented regarding the four aforementioned individuals. Factors such as youthful experiences and academic stimulus are thought to have had a significant impact on the marketing innovators.

The article reports on the schedule for the American Marketing Association's Winter Conference. On Wednesday, December 27, 1951, James L. Palmer, president of the of association, will deliver a speech entitled "Responsibilities of Marketing Men Today." Business workshops will cover topics relevant to the field of marketing, including consumer non-durable goods, marketing research methods, and salesmanship. Sessions on marketing, advertising, industrial goods, and retailing will also be presented.

The article reports on the methods a business enterprise may employ to select salesmen. The author focuses on analyzing the results of a questionnaire focusing on the hiring of salesmen. The results indicate that many firms recruit salesmen from within their organizations because they prefer sales personnel to be well acquainted with their products. Many firms reported giving aptitude tests to prospective employees. The author also includes information about firms that recruit salesmen directly after they graduate from college.

The article focuses on an experiment done to analyze interviewer ratings of respondent interest of sample surveys. Variables affecting an interviewer's rating or a respondent's interest are presented, including the interviewer's previous training, the scale used to rate the respondent, the location and time of the interview, and the sample selected. Details related to these factors and the effects they have on an interview are presented. A chart is presented showing respondent interest ratings measured by sixteen interviewers on an experimental survey.

The article presents information about the selection and training of commercial research analysts. The author looks at the role of commercial research and the qualities that make a good marketing analyst. Details related to recruiting quality candidates, training market analysts, and factors to consider when determining the number of analysts to hire are presented. The article describes training and development methods with a focus on individual development, group development, and in-house occupational training.

The article discusses the need for personnel in the field of marketing research. The author says that despite prior claims to the contrary, the terms "market research," "marketing research," "market analysis," and "marketing analysis," are all synonymous, but are not the same as "social science." Social science is a broader term which encompasses marketing research. The field of marketing is a relatively young one and has yet to be defined thoroughly and adequately. He believes by establishing an accepted definition, there can be greater understanding to make marketing research a science. He defines marketing research to include the study of people, products, procedures of marketing, and figures.

The article discusses employment opportunities for research in marketing. The author received filled out questionnaires from 176 people involved in marketing research, advertising agencies, manufacturers of consumer and industrial goods, and publishing and radio companies. About 99 percent of the companies that responded said they were involved in marketing research of some kind, while 95 percent stated having some kind of separate research department. The survey also indicated that opportunities for recently graduated college students have a very good chance of being hired. Salaries reported were moderate, but a large difference was reported between male and female employees. Many of the firms view a market research position as training for executive posts.

In this article the author discusses marketing academia. He is critical of the relationship between the standards of academic marketers and marketing executives. The author suggests a remedy for the problem which includes increasing the amount of debate between marketing academics and making marketing research more relevant.

The article discusses a study by researchers Pravin Nath and Vijay Mahajan on how chief marketing officers (CMOs) influence business strategies devised by top management teams (TMTs). The study examined how marketing and branding strategies, organizational qualities and industrial concentration could result in CMOs serving on TMTs. The author notes that the study could not definitively prove that the presence of CMOs on TMTs affected company financial performance and suggests that CMOs can help present customer viewpoints to TMTs.

This exploratory study looks at the relative impact of student soft and hard skills on entry-level marketing job interview success. Marketing professionals with hiring experience conducted pre-course and post-course structured interviews with students in a Principles of Marketing course using behaviorally anchored rating scales to tap soft and hard skills. Results indicate a significant hierarchical effect of soft skills beyond hard skills on a candidate’s likelihood of being invited back for a second interview. [ABSTRACT FROM AUTHOR]

There is no simple answer to the challenge marketers, rights-holders and agencies face when considering the best approach to align properties or rights-holders' assets with brand marketers' needs. The following is intended to serve as both a philosophical and a tactical guide or process to approach this question. If the reader finds themselves nodding in agreement or questioning how new or revolutionary the points are, then perhaps, as counter-intuitive as it may seem, this paper has served its purpose. Is it not true that tackling a new challenge or more complex skill set always requires being grounded in the fundamentals? To use sports as an example, people often revere great performances, accomplishments or championship moments, but overlook the hours, years or even lifetime of practising the basics in the pursuit of that endeavour. This is not to say that the points and information to follow are elementary; rather, if the approach is deliberate and all necessary steps are followed, then Aristotle's words continue to hold true and can be applied to the process described in this paper:' The whole is greater than the sum of its parts.' These words are often quoted by coaches all over the world when addressing their teams and seem an appropriate context, as sports is often the default sponsorship landscape many think of when discussing sponsorship and the rights-holder/brand marketer relationship dynamic. Admittedly, this topic may not be as glamorous as making a game-winning play or merit the attention of anyone outside the marketing profession, but at the same time, the author is confident that both cases share a common goal: to find success by becoming the best at what they do. If this sounds a bit too quintessential, the author would again offer that to reach the end game, one must first break down the process into many smaller steps, and as one starts the process (or revisits it, as will be most likely the case for many reading this), it is essential to place the highest value on the preparation for getting there. This paper discusses the process and steps that can be taken to align rights-holders' assets and brand marketers' needs. [ABSTRACT FROM AUTHOR]

The challenge of keeping up with social media is a mammoth one, as models change, expectations evolve and the landscape fragments. But the secret of success is in remembering what one is trying to achieve, and forcing oneself to always come back to it. With examples from the world of sport and entertainment, this paper provides a useful guide to marketers on tackling some of the challenges and embracing some of the opportunities. [ABSTRACT FROM AUTHOR]

Due to the increasing role of the digitalization and the emergence of new consumption patterns, end customers became empowered decision makers. They show the tendency to trust less the professionals and rather consult their social environment by their purchase decisions. As a consequence, marketers - who apply a 2-step sales strategy, by focusing on the professionals at the first place - are challenged in their customer segmentation. It is essential for marketers to get a deeper insight into the underlying motives and motivators behind the end customer attitude towards heating products, as installers fulfill less and less the mediator role in the purchase process between end customers and heating manufacturers. In this paper the authors treat the heating market as a special case, where they put the end customers in the focus of the research - instead of the heating technology they adopt - and investigate the characteristics of the potential end customers, their needs, expectations and purchase motivation. The authors carried out a two-step explorative research with homeowners in Hungary, which they consider as the first step in the investigation of the end customer characteristics from a marketing managerial approach. The results show that in general end customers are mainly driven by financial and functional factors in their customer behavior and plan the purchase deliberately instead of facing and emergency situation, which means that heating manufacturers have a lead time to reach end customers with tailored offers. [ABSTRACT FROM AUTHOR]

Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model. [ABSTRACT FROM AUTHOR]

There is no doubt that the arrival of the internet has modified dramatically the way and rhythm of our lives which it reflects directly on our consumption patterns and the way in which individuals interact and search for information. Online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. In turn, opinion leaders emerge preponderantly within this context exerting an unequal amount of influence on the decision of others. The food sector is not apart from this scenario. This study dives into web 2.0 and ewom with reference to food topics in the Spanish arena. For that purpose, a group of opinion leaders in regard to food aspects is selected. Afterwards, the content of the ewom they emit is determined by means of a cluster analysis. This information is of great importance for businesses and professionals in marketing. Discussion and further lines of research are also included in order to guide interesting future studies. [ABSTRACT FROM AUTHOR]

Abstract: Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy—the perceived appropriateness of marketers and their activities—in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as legitimating agents—consumer‐citizens that have the power to confer or deny legitimacy in the context of business‐society relations. Overall, the study advances knowledge in the field of consumer studies in two ways. First, it builds a symbolic interactionist perspective on consumer‐citizens as legitimating agents who enact their active citizenship role in the marketplace by assessing and constructing marketer legitimacy in online communities. Second, it offers an empirically grounded account of how and for what reasons consumer‐citizens challenge or accept the legitimacy of marketers and unsolicited marketing communication in online communities. [ABSTRACT FROM AUTHOR]

Most marketing professionals deem creativity vital to successful marketing performance. However, while previous research has advanced an understanding of creative organizations, much less is known about the cognitive processes that direct the creative thinking of marketing professionals. This article presents a theoretical framework, the Divergent Marketing Thought Model (DMTM), that explores the ideation modes, processes, and outcomes involved in the generation of divergent marketing thought. The proposed model, which is based on a synthesis of research from psychology, marketing, and creativity, offers insight into specific divergent ideation processes that mediate the generation of creative marketing thought. Informed by the DMTM, several formal research propositions are advanced. [ABSTRACT FROM AUTHOR]

In Current era, psychological and behavioral elements of an individual's behavior are important for marketing professionals in order to understand consumer mindset in an effective manner. In the country like India, there is strong influence of the interpersonal relationships on the purchase behavior of the customers. In addition to the product usage, reference group influence also creates a positive or negative impact of the consumption pattern of an individual. Various marketers and companies are keen to understand the influence of societal component on the consumer behavior Therefore, it is very important to study the impact of the reference group on the consumer conformity (susceptibility to social influence or norms) which provides important insights to study the consumer behavior. The main purpose of the study is to identify the important variables that affect the consumer product usage and opinion which is influenced by the reference group. In the present study, extensive literature review was done to purpose the conceptual framework related to consumer conformity. [ABSTRACT FROM AUTHOR]

The author refers to the decision of the actual problem of staff turnover in the transformation of the Russian economy. In light of the problem of the effectiveness of human resources management the author indicates the most frequent problems faced by the company and focus on the problem of staff turnover. The author presents a different interpretation, defining "Marketing personnel" as a kind of administrative activity aimed at ensuring the long-term organization of human resources (identifying staffing needs, and these needs, that is, covering the organization's needs for personnel). It highlights the main features and distinctive features of marketing staff. We consider the objective (external) and subjective reasons (internal) reasons for staff turnover. The author proposes a number of measures to help identify the causes of turnover.

Purpose Imagination is a complex mental process where consciousness departs from reality to create new content not currently found in existence. Imagination is key to marketing persuasion, but studies that examine consumer imagination in response to marketing messages illustrate confusing and sometimes contradictory perspectives about consumers’ mental processing. This paper aims to provide a review of the existing literature on consumer imagination relevant to marketing scholarship, and builds a new theoretical framework to organize and explain these papers.Design/methodology/approach A systematic review of the marketing literature was undertaken to identify all papers related to consumer imagination and its role in marketing persuasion. A focus was placed on empirical papers, review papers and meta-analyses.Findings A new conceptual framework was created to classify the consumer imagination literature based on both the characteristics and the content of imagination. The existing marketing literature was then organized into the framework. The framework helps to explain seeming contradictions between different studies as well as helps to collect similar studies together to summarize schools of thought.Originality/value The imagination framework presents an entirely new way of conceptualizing imagination research in marketing. This new categorization structure not only clarifies consumers’ use of imagination in response to marketing messages but also identifies questions for future research in this area of marketing theory. [ABSTRACT FROM AUTHOR]