In the Fall of 2015, the MS-Digital Innovation in Marketing Program was launched at Temple University. This innovative new program is grounded in the MIS department in partnership with the Marketing department – integrating the expertise of both areas to provide a well-rounded technical and marketing education in an industry that is growing at lightning speed. While there are Masters degrees to...

The product line engineering paradigm has emerged recently to address the needs to minimize the development cost and the time to market in this highly competitive global market. Product line development consists of product line asset development and product development using the assets. Product line requirements are essential inputs to product line asset development. These inputs, although crit...

tions. Even though soybean prices across the U.S. Risk-efficient portfolios from a subset of markettend to move together, the magnitude of price ing strategies were identified using Target MOTAD. changes varies across production areas due to differPortfolios were generated for Illinois, Arkansas, and ing regional production and marketing characterisSouth Carolina to determine whether regional p...

In the preceding article, Vargo and Lusch (V&L; 2004) observe that an evolution is underway toward a new dominant logic for marketing. The new dominant logic has important implications for marketing theory, practice, and pedagogy, as well as for general management and public policy. Thus, their observations are likely to resonate with a broad cross-section of the business community. With the go...

When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many cr...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. In particular, audience perceptions of advertising intrusiveness, perceived loss of control (as conceptualized by Psychological Reactance), and irritation regarding the direct marketing techniques ...

Given the importance and prevalence of commercialization in intercollegiate sport, outsourcing sport marketing functions has become a popular business decision with the possibility of becoming more popular in the future. Yet, there is a lack of research about outsourcing in sport marketing with respect to decision making factors when determining whether or not to outsource some aspects of an or...