Titlebook: Global Perspectives in Marketing for the 21st Century; Proceedings of the 1 Ajay K. Manrai,H. Lee Meadow Conference proceedings 2015 Academ

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Conference proceedings 2015g for the 21st Century.. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior..Founded in 1971, the Academy of Market

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Modeling Consumer Distribution Channel Switching Behavior: The Case of Direct Vs. Traditional ChannOur model suggests that consumers choose among alternative distribution channels on the basis of the relative opportunity costs of time, costs of the goods, pleasure derived from shopping, perceived value of the goods, and relative risk of each channel.

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Culture and Communication in International Marketing Channels, 1991; Bigoness and Blakely 1996; Dyer and Song 1997). The basic question, which has been argued for decades (see for instance, Buzzell 1968; Levitt 1983), is whether (or to what extent) management theories and practices are transferable across cultures (Douglas and Wind 1987). Some assert that glob

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The Impact of Promotional Activity on Market Share: A Robust Approach, has an effect, it generate an additive outlier or a temporary level shift in the market share data. We propose an outlier robust estimation technique that can give estimates of the size of such an additive outlier or temporary level shift relative to an outlier-free time series. These estimated siz

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Preference Oriented Measurement of Advertising Response,ase their advertising budget to reach the same amount of ad contacts. To be sure, that they don’t waste the money, the companies more often use the instrument of pretesting the commercial campaign. The aim of this paper is to document the advantages of the conjoint-analysis (CA) as a technique for p