June 2008, Vol. 5, No. 6
Marketing Industry News & Features
Published biweekly exclusively for AMA members, this e-newsletter updates readers on the latest happenings in the marketing profession through news briefs, in-depth features, and interviews.
Innovations Effect on Firm Value and Risk: Insights from Consumer Packaged Goods
Can innovation really impact firm value? The authors maintain it is critical to examine together three distinct facets of firm performance: normal profits, economic rents and total firm risk. Examing one without the other results in an incomplete picture of innovation's true financial value
Moving from Free to Fee: How Online Firms Market to Change Their Business Model Successfully
With so many options available to consumers, moving from a free to "free and fee" model can be a daunting challenge. Online firms must address key issues head on including the role of marketing actions and the long-term performance effects of a change in business model.
Incorporating Subjective Characteristics in Product Design and Evaluations
While consumers often use both objective and subjective criteria in evaluating a product, relatively little attention has been paid to the effects of subjective characteristics. In this article, the authors focus on how to incorporate subjective characteristics in new product design.
The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions
To what extent does brand equity impact long-term benefits of promotions? Much research has focused exclusively on the top 3-4 selling category brands. The authors of this article argue that the underlying value of a brand will affect the permanent and cumulative effects from marketing promotions.
Online Privacy and the Disclosure of Cookie Use: Effects on Consumer Trust and Anticipated Patronage
The use of Internet cookies by visited Web sites and third-party firms has been criticized by some as a potential threat to consumer privacy. In presenting the results of three studies, the authors suggest that marketing managers should be vigilant in their disclosure of cookie use in order to avoid decreases in consumer trust.
Webcast: Leveraging the Value of E-Mail Marketing During a Recession
Seven in this economic climate, more dollars--not less, should be allocated to e-mail campaigns. Learn how to optimize your e-mail marketing program in this informative webcast.
Featured Event: A/R/T Forum
The AMA's Advanced Research Techniques Forum brings leading researchers together to exchange ideas and share methodologies. Don't miss this year's Forum scheduled June 15-18, 2008 in Ashville, NC.
Featured Event: Nonprofit Marketing Conference
Join nonprofit marketing colleagues for three days of interactive sessions to identity your organization's "story" and increase the power of your nonprofit's brand.
Journal of Public Policy and Marketing Editor Nominations Sought
The American Marketing Association is creating nominations and applications for the editor-designate of the Journal of Public Policy and Marketing, the AMA's premier journal dedicated to research in the public policy domain. Nominations should be submitted by August 15, 2008.