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Positioning strategy and multiattribute information processing
(2010-03-12)
The concept of positioning a brand in the mind of the buyer has evolved from the search for the most effective advertising strategy. The view that consumption objects are not notionally perceived as products but as ...
Using personality traits to explain consumer behaviour: an experical examination
(2010-03-12)
The use of personality theory in consumer behaviour research has met with more disappointments than success. The belief that individual differences in brand preference or choice behaviour are caused by personality differences ...
Sales incentive decisions within an attribution theory framework
(2010-03-22)
Sales incentives are frequently used by marketers to launch new products or boost the sale of existing products. Two of the major decisions concerning the use of sales incentive are what size and what form of incentive to ...
Communication Source and Behavioural Persistence
(2010-04-13)
Northern India Food Company
(2010-06-19)
Mediat Mechanism in Interorganizational Conflict
(2010-06-19)
Lightwell Match Company
(2010-06-19)
Indian Products Limited
(Prentice Hall, 2010-07-09)
Indian Product Limited (A1): Preparing a Research Plan
(2010-09-07)
The case briefly describes the situation of a leading company and the industry structure in the Small Pack Refined Oil (SPRO) market in Indian. The case describes the process of developing four concepts for assessing the ...
Lightwell match company
(1978-07-21)