Anbar Abstracts Issue
| DOI | https://doi.org/10.1108/10610421199500001 |
| Pages | 1-71 |
| Date | 01 May 1995 |
| Published date | 01 May 1995 |
| Author | Martin Fojt |
| Subject Matter | Marketing |
Editorial..................................................................................................... 2
The value of abstracts and their use ....................................................... 3
Section 1: Marketing strategy ................................................................. 4
Section 2: Customer service..................................................................... 20
Section 3: Pricing...................................................................................... 29
Section 4: Promotion ................................................................................ 31
Section 5: Marketing research, customer behavior............................... 46
Section 6: Product management.............................................................. 54
Article retrieval......................................................................................... 70
Journal coverage list................................................................................. 71
Journal of
PRODUCT & BRAND
MANAGEMENT
Guest Editor: Martin Fojt Volume 4 Number 2 1995
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Contents 19/10/12 1:38 pm Page 1
2 JOURNAL OF PRODUCT & BRAND MANAGEMENT VOL. 4 NO. 2 1995
New product development is an important part of the business for any
manufacturer, but can be costly with no guarantee of success. It is important
for R&D departments to work closely with the production and marketing
departments to maximize the chances of succeeding. It is surprising,
therefore, that so many organizations do not do these basic tasks, but instead
operate independently of each other. In many instances R&D departments
are so totally isolated from the rest of the company that they are quite often
located on different sites. This, of course, would present no major problem if
this is dictated by site location so long as there is effective communication.
Designing new products can only be good for the future of any organization
providing it can be manufactured at an acceptable cost, and that there is
indeed a market for the product once it has been produced.
Article BD12 p. 55 argues that there is now less scope for competitive
advantage to be derived from cost and quality, and that it is in new product
development that companies are now trying to score points. It also discusses
integrated product development (IPD), whereby the product and the
manufacturing process associated with it are developed concurrently, often
with the involvement of major suppliers, and presents research into the
extent and nature of that involvement. The article certainly provides food for
thought.
No matter how good a product is, it is always the customer who decides the
casting vote. It is difficult enough to get them in the first place without
having the additional burden of losing them. Article BE7 p. 57 profiles the
research undertaken by Lloyds Bank in the UK aimed at developing an
understanding of the customer defection process in order to create a strategy
for retention. The competition in the market is now such that banks are
offering all kinds of incentives so as not to lose customers to their main
competitors, because they know how difficult it is to entice them in the first
instance. It is vital therefore, for organizations to have quick and easy access
to customer profiles and to learn from what the customer wants.
Article BB2 p. 5 follows on from this argument by looking at the reasons for
the growth in sales and marketing software, and why sales departments are
so willing to invest in the technology. Again, the reason given for the
investment is the need for companies to maximize existing customer
relationships owing to the already mentioned fact that it is cheaper than
developing new customers, and that companies need to be far more focussed
in their approach to marketing, resulting in the need for excellent systems
support.
This special abstracts issue of the Journal of Product & Brand Management
provides the opportunity to keep abreast of all the very latest worldwide
information in the area of product and brand management. Martin Fojt
Guest Editor
Editorial
Editorial 19/10/12 1:38 pm Page 2
Information is a vital asset in ensuring business competitiveness in the mid-
1990s. However, with the sum of world knowledge doubling every four
years, soon to be every three years, managers can remain effective only if a
serious and determined effort is made, consistently and constructively, to
remain current and knowledgeable. Effectively managing the mass of
information available and selecting from it that which is appropriate for
further scrutiny would appear to be the key to this effectiveness.
A major research project undertaken by MCB generated some significant
findings, among them that:
●there was a need to create neutral bases of information and generate
products to match needs; and
●concentration should be on individual articles, with easily accessible
information on what these articles contain.
The creation of separate abstracts issues of MCB journals reflects an
innovative view of the publishing environment based on increasing the
customization of information. The former chairman of ICI, Sir John Harvey-
Jones MBE, recognized the growth in business information when he
commented:
There was a time when I could claim to have read virtually everything that
was published on business. Those days have, however, long since gone and I
rely almost entirely on Anbar Abstracts to ensure that I do not miss
developments or thinking in areas which are of continuing interest and
concern to me. I commend them to any busy person who is interested in
management in either the broad or specific areas of activity.
The abstracts included in these special issues are selected from the database
of Anbar Abstracts, a division of MCB, which contains management
information from worldwide sources. Each abstract provides a short
summary of the essence of a primary journal article, how long it is and who
wrote it. In addition, abstractors occasionally comment on the articles,
shown in italics, based on their managerial or consulting experience. The
Anbar service is itself selective, choosing only those articles which make a
significant contribution to the knowledge base, although classic articles of a
more basic nature may be included for those who are new to the discipline.
Information is then tailored to the needs of the readership of each special
issue journal.
Accessing the information contained in this issue is straightforward. The
abstracts have been divided into sections by subject. Each abstract has an
alphanumeric reference number at the end. If you wish to receive the full
text of an article, you may do so by merely quoting this reference number on
the form provided on page 70. This form may be copied as often as you
wish.
JOURNAL OF PRODUCT & BRAND MANAGEMENT VOL. 4 NO. 2 1995 3
The value of abstracts
and their use
Value of Ab 19/10/12 1:29 pm Page 3
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