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November/December 2008, Vol. 5, No. 10
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.
Competitive Density and the Customer Acquisition-Retention Trade-Off
Understanding how to build, allocate and adapt resources and capabilities to achieve evolving performance objectives in a dynamic marketplace are critical skills for today’s managers. The authors of new research offer conceptual, analytical and empirical evidence that firms can increase performance by shifting emphasis away from customer retention and toward customer acquisition strategies.
Economic Reality Versus Consumer Perceptions of Monopoly
While U.S. antitrust laws initially arose from a desire to protect competition, public policy is beginning to apply these same laws today in marketplaces that are viewed as psychological monopolies—those created by consumer beliefs, not by economic reality. In this Journal of Public Policy & Marketing article, the authors argue that in order to achieve better-targeted regulation, policy makers must distinguish between economic and psychological monopolies.
A Cultural Approach to Branding in the Global Marketplace
Despite an increasing number of researchers from non-Western countries, the cultural dimension of international marketing is still primarily reflected by Western perspectives, concerns and sensibilities. The authors propose a cultural approach to global branding that overturns the notion of international marketing as a universal technique by acknowledging the cultural dimension of international marketing practices.
Interrupted Consumption: Disrupting Adaptation to Hedonistic Experiences
While consumers adapt to many new experiences, both positive and negative, disruptions of the consumer experience can be experienced more intensely than continuous ones. Through the implementation of six studies, the authors hypothesize that interrupting a consumption experience can make pleasant experiences more enjoyable and unpleasant experiences more irritating.
Announcements
Learn How to Navigate the New Marketsphere at Mplanet 2009
If you want to learn how to navigate the new marketsphere, mark your calendars now to join some of the country's leading marketers at Mplanet 2009 to be held January 26-28 in Orlando. From building digital brands to connecting with new customers, Mplanet 2009 will provide marketers with fresh insights on the latest thinking and real-world solutions
Key Finding of AMA/Aquent 2009 Survey of Marketing Professionals Reveals Marketers' Satisfaction is Tied to Security
Results from the Aquent | AMA 2009 Survey of Marketing Professionals highlight distinct differences in satisfaction between senior-level marketers and their more junior colleagues. While top executives are largely satisfied with their professional responsibilities and challenges, entry- and mid-level marketers are in large measure less than satisfied with their current responsibilities and the challenges afforded them at their work.
American Marketing Association Announces Winners of 2008 Chapter Excellence Awards
The American Marketing Association is proud to announce that the AMA Houston Chapter has been awarded Chapter of the Year honors for its accomplishments in 2007-08.
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