<p>Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.</p>

Readings on Market-Driving Strategies: Towards a New Theory of Competitive Advantage

Business & Money

Carpenter, Gregory

Glazer, Rashi

Nakamoto, Kent

Investing

PRENTICE/HALL

<p>Twenty-three experts pioneers in marketing information science detail the driving principles and diverse use of marketing information systems, and describe the insights gained from the experiences of leading American firms, including Quaker Oats, Procter &amp; Gamble, CitiBank, Borden, Colgate, and Maytag. Annotation copyright Book News, Inc. Portland, Or.</p>

The Marketing Information Revolution

Blattberg, Robert C.

Management & Leadership

Harvard Business School Pr

This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional mass audience broadcast rather than a fundamentally new and unique medium. If the industry is to realize its promise, the contributors argue, it will happen only in light of a fundamental reassessment of its strategic position within the overall communications and information-technology environment. Taken together, the chapters presented here offer both new insights to industry professionals and new research ideas to students of cable communications.The chapters are organized into three sections around the themes of industry analysis, implications for advertisers, and new developments. In the first section, the editors present a strategic overview of cable TV advertising followed by an assessment of its current status and an examination of programming opportunities for cable network. The second group examines such issues as the television viewing environment, collecting ratings data for cable channels, and the relationship between program impact and advertising impact. Concluding chapters offer a look at new horizons in cable TV advertising, including in-home shopping programs and pay-per-view programming.

Cable TV Advertising: In Search of the Right Formula

Batra, Rajeev

Marketing & Sales

Praeger

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