Marketing scholars and practitioners frequently infer market responses from cross-sectional or pooled cross-section by time data. Such cases occur especially when historical data are either absent or are not representative of the current market situation. We argue that inferring market responses using cross-sections of multimarket data may in some cases be misleading because these data also ref...

Addressing the determinants of non-communicable diseases (NCDs) is challenged by aggressive market promotion by tobacco, alcohol and unhealthy food industries in emerging countries with fast economic development; and interference by these industries in government policies aimed at containing consumption of unhealthy products. This editorial reviews market promotion and industry interference and...

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We evaluated the effect of a loyalty program in terms of its ability to alter normal repeatpurchase patterns and move a brand into an “excess loyalty” position. In doing so we replicate the work of (Sharp and Sharp, 1997) and extend the research by examining an almost identical loyalty program but in a more “promotion sensitive” market (and in a different country) and where a retaliatory price ...

introduction: food industry is one of the most important industries in developing countries that has an enormous role in employment, export and value added of the agricultural sector. iran as a developing country has a comparative advantage in food product industries for several reasons such as adequate and cheap raw materials and having several companies in the field of food industries. the fo...

Based on a feasibility analysis on the product and source market orientation of the Ailing River Drifting Scenic Spot, this article explores its product quality as well as market strategies in four aspects including product, price, promotion and place.

Much research has focused on how consumers and competitors respond to short-term changes in advertising and promotion. In contrast, the authors use Procter & Gamble's (P&G's) value pricing strategy as an opportunity to study consumer and competitor response to a major, sustained change in marketing-mix strategy. They compile data across 24 categories in which P&G has a significant market share,...