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March 2009, Vol. 6, No. 3
Marketing Thought Leadership
Published monthly exclusively for AMA members, this e-newsletter provides readers with an update on the latest AMA journal and magazine articles on issues and concepts that shape marketing today -- and tomorrow.
Product Innovations, Advertising, and Stock Returns
To what extent do marketing actions improve stock returns, over and above the typical finance and accounting benchmark measures? This article examines how product innovations and marketing investments for such product innovations lift stock returns by improving the outlook on future cash flows.
The Role of Imagination-Focused Visualization on New Product Evaluation
Although mental simulation has been found to be an effective tool to help consumers evaluate products in general, when consumers are asked to simulate new product–related activities visually, they often underestimate the usefulness of radically new features. This article examines the impact of imagination-focused visualization on the evaluation of products that provide novel benefits but involve high learning costs.
Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes
Successful marketing is largely contingent on implementing a consumer-oriented strategy that considers the attitudes and values of targeted consumers. Thus, international marketers need to understand how and which consumer attitudes and associated behaviors are similar and different across countries.
The Role of Hubs in the Adoption Process
People who maintain a large number of ties to other people tend to strongly influence others in the process of innovation adoption. People adopt through social hubs sooner than other people not because they are innovative but rather because they are exposed earlier to an innovation as a result of their multiple social links.
Proactive Postsales Service: When and Why Does It Pay Off?
The benefits of proactive postsales service leads to better customer satisfaction and increased innovation in both business-to-business and business-to-customer settings. Find out some guidelines for implementing PPS effectively in your organization.
Announcements
AMAF Announces Call for Nominations for Nonprofit Marketer of the Year Award
The American Marketing Association (AMA) and the American Marketing Association Foundation (AMAF), along with presenting sponsor The Nonprofit Times, announce a Call for Nominations for the 2009 AMA/AMAF Nonprofit Marketer of the Year Award. The award honors nonprofit marketing professionals who have demonstrated exceptional leadership and achievement in the field of nonprofit marketing.
Submission Deadline Set for Doctoral Dissertation Award
Students completing the requirements for their doctoral degrees in marketing and consumer behavior-related topics between April 1, 2008 and March 31, 2009, are invited to enter the annual 2009 John A. Howard/AMA Doctoral Dissertation Award competition. Graduates from doctoral programs in any part of the world are invited to participate.
Call for Nominations: Berry-AMA Prize for Best Book in Marketing
The American Marketing Association Foundation (AMAF) announces a Call for Nominations for the 2009 Berry-AMA Book Prize for the Best Book in Marketing. The annual award recognizes books whose innovative ideas have had a significant impact on marketing and related fields.
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