ABSTRACT The chapter briefly reviews the eight volumes in my Legend series – organizational buyin... more ABSTRACT The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of market- ing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.
... Author: Faris, Charles W. Author: Wind, Yoram. PUBLISHER: Allyn & Bacon (Boston). SERIES ... more ... Author: Faris, Charles W. Author: Wind, Yoram. PUBLISHER: Allyn & Bacon (Boston). SERIES TITLE: YEAR: 1967. PUB TYPE: Book. VOLUME/EDITION: PAGES (INTRO/BODY): xviii, 288 p. SUBJECT(S): Industrial procurement; Marketing; Management. ...
... Satisfaction. (Smith, Kendall, and Hulin, 1969)--the ... H. Guetzkow and B. Collins, A Social... more ... Satisfaction. (Smith, Kendall, and Hulin, 1969)--the ... H. Guetzkow and B. Collins, A Social Psychology of Group Processes of Decision Making (New York: Wiley, 1964). Jerold Hage and Michael Aiken, Social Change in Complex Organizations (New York: Random House, 1970). ...
... is the most fundamental change in the history of marketing, even more dramatic than the histo... more ... is the most fundamental change in the history of marketing, even more dramatic than the historic shift from a product orientation to a market orientation. ... The full text of the paper, “Rigor and Relevance: A Key Marketing Challenge,” is available online at sloanreview.mit.edu. ...
... ACS. professional conferences. At the same time, research on consumer behavior and espe-ciall... more ... ACS. professional conferences. At the same time, research on consumer behavior and espe-cially (but not only) commercial studies of consumer beha-vior have not escaped criticism concerning their lack of creativity. Consider ...
This article proposes and applies a model for portraying individuals' associative judgments regar... more This article proposes and applies a model for portraying individuals' associative judgments regarding brands, ideal products, and product features as sets of points in a common multidimensional space. The model is contrasted with current research activities involving bipolar scale ratings as used in value-expectancy models. Brand-Features Congruence Mapping Empirically obtained relations among a set of brands and various product attributes are often analyzed and portrayed spatially. One approach involves having the respondent rate each of n brands on each of m prespecified attribute scales (usually expresssed on a bipolar basis). If the researcher desires, the respondent may also be asked to express his "ideal" level on each attribute scale. The total group's data are then analyzed via multiple discriminant analysis so as to obtain a reduced space in which stimulus brands are represented as points and the attributes as vectors that are, in turn, relatable to the discriminant axes of the space. Vectors that are most collinear with the reference axes-either original axes or some rotation of them-are often used to interpret the dimensions. Ideal points can also be entered in the space (via substitution of ideal brand ratings in the discriminant functions) with no major changes in technique. The above procedure [ 11], or modifications of it [12], has been useful in a variety of applied studies and has the virtue of being readily adapted to more or less standard computer programs. Other representations are possible, however. The purpose of this article is to outline an alternative model and to illustrate its application to the analysis of a set of marketing data. Our discussion is divided into four parts. The rationale for the proposed model is first described from a substantive standpoint and contrasted with the approach mentioned earlier. The model itself is then
Most current commercial testing procedures determine the effectiveness of a given commercial base... more Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.
ABSTRACT The chapter briefly reviews the eight volumes in my Legend series – organizational buyin... more ABSTRACT The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of market- ing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.
... Author: Faris, Charles W. Author: Wind, Yoram. PUBLISHER: Allyn & Bacon (Boston). SERIES ... more ... Author: Faris, Charles W. Author: Wind, Yoram. PUBLISHER: Allyn & Bacon (Boston). SERIES TITLE: YEAR: 1967. PUB TYPE: Book. VOLUME/EDITION: PAGES (INTRO/BODY): xviii, 288 p. SUBJECT(S): Industrial procurement; Marketing; Management. ...
... Satisfaction. (Smith, Kendall, and Hulin, 1969)--the ... H. Guetzkow and B. Collins, A Social... more ... Satisfaction. (Smith, Kendall, and Hulin, 1969)--the ... H. Guetzkow and B. Collins, A Social Psychology of Group Processes of Decision Making (New York: Wiley, 1964). Jerold Hage and Michael Aiken, Social Change in Complex Organizations (New York: Random House, 1970). ...
... is the most fundamental change in the history of marketing, even more dramatic than the histo... more ... is the most fundamental change in the history of marketing, even more dramatic than the historic shift from a product orientation to a market orientation. ... The full text of the paper, “Rigor and Relevance: A Key Marketing Challenge,” is available online at sloanreview.mit.edu. ...
... ACS. professional conferences. At the same time, research on consumer behavior and espe-ciall... more ... ACS. professional conferences. At the same time, research on consumer behavior and espe-cially (but not only) commercial studies of consumer beha-vior have not escaped criticism concerning their lack of creativity. Consider ...
This article proposes and applies a model for portraying individuals' associative judgments regar... more This article proposes and applies a model for portraying individuals' associative judgments regarding brands, ideal products, and product features as sets of points in a common multidimensional space. The model is contrasted with current research activities involving bipolar scale ratings as used in value-expectancy models. Brand-Features Congruence Mapping Empirically obtained relations among a set of brands and various product attributes are often analyzed and portrayed spatially. One approach involves having the respondent rate each of n brands on each of m prespecified attribute scales (usually expresssed on a bipolar basis). If the researcher desires, the respondent may also be asked to express his "ideal" level on each attribute scale. The total group's data are then analyzed via multiple discriminant analysis so as to obtain a reduced space in which stimulus brands are represented as points and the attributes as vectors that are, in turn, relatable to the discriminant axes of the space. Vectors that are most collinear with the reference axes-either original axes or some rotation of them-are often used to interpret the dimensions. Ideal points can also be entered in the space (via substitution of ideal brand ratings in the discriminant functions) with no major changes in technique. The above procedure [ 11], or modifications of it [12], has been useful in a variety of applied studies and has the virtue of being readily adapted to more or less standard computer programs. Other representations are possible, however. The purpose of this article is to outline an alternative model and to illustrate its application to the analysis of a set of marketing data. Our discussion is divided into four parts. The rationale for the proposed model is first described from a substantive standpoint and contrasted with the approach mentioned earlier. The model itself is then
Most current commercial testing procedures determine the effectiveness of a given commercial base... more Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.
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