Marketing

Public Relations

Review, 22 (PR Bibliography):

146-152

ISSN: 03634111

CopyrIght CC> 1996 by JAI Press Inc. All nghts of rrpnductlon

m any form reserved.

Marketing JOURNALS Benjamin, Robert; Wigand, Rolf. “Electronic Markets and Virtual Value Chains on the Information Superhighway,” Sloan Management Review ~361-12 p62 (10 pages) Win 1995. Assesses the future of electronic marketing. Asserts it will offer new opportunities for retailers and producers, and more complete access to markets for consumers.

Bleecker, Samuel E. ‘The Emerging Meta-Mart,” The Futwist pages) May-Jun 1995.

v29n3 p17 (3

Finds meta-marts, or cyberspace shopping outlets, the new competition for retailers in the 21st century. Traces milestones on the information highway since June 1994 to wireless interactive television in less than a year.

Boroughs, Don L. “New Age Advertising,” U.S. News 0 World Report v19n2 ~38 (2 pages) Jul 10,1995. Finds interactive marketing helps blue-chip companies merchandise products, but puts the consumer in control with access to open and exit buttons. Also finds interactive marketing is well over $100 miltions and is expected to swell to $4 billions by the year 2000. Quotes experts who believe interactive marketing could rival broadcast television marketing expenditures in the first decade of the next century.

Byrnes, Nanette. “Dialing for Dinero,” BusinessWeelzNo. 3432 ~108 (1 page) Jul 10,1995. Describes telemarketing going multi-lingual to reach ethnic consumers by telephone in their own languages, including Polish, Chinese, and eight other languages and dialects.

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PR Bibliography

Dickman, Steven. “Customers on the Web,” 1nc Technologyv16n13 pages) Mar 1995. Presents Internet.

a case history of a wine producer

who markets his products

~56 (4

successfully

on the

“Directory of Marketing Information Companies. American Demographics v17n9 pD1 (32 pages) Sep 1995. Offers a comprehensive guide to tools and services for finding, reaching, and keeping customers. Classified by Business Services, Demographics, Direct Marketing, Ethnic Marketing, and Marketing Research services, among others.

Dortch, Shannon. “High-Income Metros,” American Demq-apbics vl7nlO p4 (2 pages) Ott 1995. Reports highest-income urban centers continue to cluster in the Northeast and West. Lists areas by projected per capita income by 2005 and percent change since 1994. Reports San Francisco heading the list of of top five of high-income areas.

Du, Fanglan; Apfel, Ira. ‘The Future of Retailing,” American v17n9 p26 (13 pages) Sep 1995.

Dewwgyaphics

Charts the best urban areas for retailing prospects. Contends their future will be guided by consolidation, entertainment, and technology. Names the fastest-growing areas in Texas, Washington State, and Florida in retail sales.

Fisher, Jerry. “Second that Emotion,” Entrepreneur Contends that advertising results than informational

~198

(2 pages) Jul1995.

targeted to the emotions of the intended audience get better advertisements. Finds “feel-good” emotion is most powerful.

Flynn, Mary Kathleen. “A Tiny Winery’s Giant Reach,” U.S. News 0 Report v119n17 p84 (1 page) Ott 30,1995.

Wmld

Presents case of a winery that markets its products worldwide on the Worldwide Web on the Internet. Names the Winery pioneer in Internet-generated selling that amount to only $250 million annually, and still has problems in customer confidence and credit card security.

Francese, Peter. “Managing Market Information,” American Demographicsv17n9 ~56 (7 pages) Sep 1995. Maintains a decade of economic and technological change demands new ways of integrating marketing information. Points to new ways to talk to customers one-on-one and to conduct market research. Explains how information managers can use the new marketing tools for greater results and lower cost.

Gitomer, Jeffrey. “Make No Mistake,” Entrepreneur ~177 (2 pages) Apr 1995. Names 19 biggest marketing mistakes. Suggests sale, and establishing consumer need and trust.

making friends first before making the

Kasindorf, Jeanie Russell. “Martha, Inc,” Waking 1995. Describes

1996

the marketing

success of Martha

Woman p26 (9 pages) Jun

Stewart Living Enterprises,

jointly owned

by

147

PatbltcRelations

Rewew

Time-Warner subsidiary and Martha Stewart. Traces the career of the enterprising head of Martha Stewart Living Enterprises, consisting of publishing, television, and interactive media being planned. Langbo,

Arnold

G. “Touring

the World

with Tony

the Tiger,”

Across the Board

v32n7 ~56 (1 page) Jul-Aug 1995. Describes global marketing by Frosted Flakes cereals with Tony the Tiger symbol. Maintains the logo travels and translates well. Also presents case history of global marketing of All-Bran cereal based on tying products to nutritional needs of each country. Larson, Ott

Jan.

“Insurance

at Risk,”

Devnographics v17nlO

American

~52

(6 pages)

1995. Reports insurance industry facing shifting markets, image problems, and increasing pressure to cover high-risk consumers. Finds the industry is trying new venues such as the Internet and telemarketing to recoup losses.

Levine,

Joshua.

“Celebrity

Look-alikes:

What

Can

the

Pope

Do?,”

Forbes

v156nlO ~316 (2 pages) Ott 22,1995. Describes the surge in marketing with celebrity lookalikes. Profiles successes of popular doubles. Maintains viewers are not deceived, so celebrities cannot claim invasion of privacy. Levine,

Joshua.

“Makeover

on Madison

Avenue,”

Forbes v155n7

~110

(2 pages)

Mar 27 1995. Contends a malaise has overcome some major advertising agencies, and up-and-comers are leading the way to fill the void in creativity and enthusiasm. Laments bloated bureaucracies and lawyer influence among other barriers to creativity. Magelonsky,

Marcia.

“Candy:

Still Dandy,”

American

DemwJyaphics v17n9

p10

(1 page) Sep 1995. Reports 64 percent of Americans say they eat pretty much whatever they want, and are consuming more candy than ever before, despite warnings about health and weight. Magelonsky,

Marcia.

‘The

Microwave

Generation,”

American

Demographics

v17n9 p24 (2 pages) Sep 1995. Predicts supermarkets will open “kids’ centers” with food at eye level to serve the trend of teens who prepare their own meals and for their working parents. Magelonsky,

Marcia.

“When

Stores

Become

Brands,”

Ameticaw Demographics

v17n2 p32 (7 pages) Feb 1995. Finds private label products overtaking advertised brands based on price and value. Claims 12 percent of supermarket spending, and growing. Charts top private-brand products headed by milk, bread, juices, and other staples. Miller,

Thomas

E.

“New

Markets

for

Information,”

American

Demographics

v17n4 p46 (8 pages) Apr 1995. Reports consumer spending for online information services, and information from other sources, exploding. Documents with study that shows household expenditure for infor-

148

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mation and entertainment ranks No. 1, and for information alone No. 4, after dining out and property taxes.

“1995 Directory of Marketing Information v17nl p27 (45 pages) Jan 1995.

Companies,” American Demagraphics

Presents a special insert and guide to tools and sources for finding and reaching customers. Classifies data by demographics, ethnic marketing, and market research.

Rapaport, 1995.

Richard.

“Digitilizing

Desire,” Fwbes ASAP ~66 (12 pages) Apr 10,

Questions advertising can get its interactive act together to reach an expanding, affluent market of consumers who shop for product information on their PCs. Categorizes the new demographics to include 55 percent of the households on the cutting edge of technology. Predicts online sales in the United States to more than double by 1998 to $4.8 billion, and online consumers to grow nearly five times to 19.5 million consumers.

Richins, Marsha L. “Social Comparison Advertising and Consumer American Behavioral Scientist v38n4 ~593 (16 pages) Feb 1995.

Discontent,”

Applies theories from social psychology to examine the impact idealized advertising images have on consumers’ perceptions of their lives, especially relating to material possessions and wealth.

Ritchie, Karen. “Marketing to Generation X,“Ametican (6 pages) Apr 1995.

Demographics v17n4 p34

Finds marketing to Generation X will require avoiding advertising that relies on hype and lacks sincerity. Reports Generation X consumers accept racial and sexual diversity and reality, and will be turned off by traditional stereotypes. Also finds this generation of 20-somethings are strong on networking and ripe pickings for word-of-mouth advertising, if the product or service warrants.

Schnur, Dale. “Conputers Can’t Replace the Personal Touch,” Life/Wealth Insurance Edition p72 (2 pages) Nov 1995.

Best’s Magazine

Warns that computer technology is no substitute for personal marketing, and was not intended to replace the personal touch. Also cautions against confusing effective delivery systems made possible by technology with the need to pursue and develop personal relations with suppliers and customers.

Sellers, Patricia. ‘Winning May 15, 1995.

Ideas in Marketing,” For-tune v131n9

~201

(2 pages)

Finds challenges in marketing since naming Fortune’s 500 leading American businesses remain constant. Asserts challenge is to serve the wants and needs of customers, while manipulating them at the same time. Also finds that emotions rule consumer wants and needs, and motives remain unclear.

Serwer, Andrew E. ‘The King of the Thingamabobs,” page) Jun 12, 1995.

Fwtune v131nllp124

(1

Offers secret of salesmanship of late night infomercials pioneer, from the pioneer’s book, Saleman ofthe Century (Delacorte Press) by Ron Popeil.

1996

149

Publac Relations

Renew

Silverman, Stephen M. “Retail Retold,” Inc Technology v16n13 p23 (3 pages) Mar 1995. Presents case of a clothing retailer who takes technology to the world-wide one-on- one relations via a database created for his customers and prospects.

concept

of

Smith, Raymond W. “Advertising and the Interactive Age,” Vital Speechesof the Day v61n12 ~358 (3 pages) Apr 1, 1995. Issues three challenges and messages about the implications of information delivery systems and the paradigm of the video industry. Predicts interactive, transactional television will create a new relationship between buyer and seller. Points to a new generation of commercial television that will interact with prospective buyers.

Soloman, Stephen D. “Staking a Claim on the Internet,” Inc Technologyv16n13 ~87 (4 pages) Mar 1995. Presents the case history of an entrepreneur who conducts his mail-order business entirely on the Internet. Points to 32 million prospective customers using Internet skewed to people who are in academia, engineeering, and increasingly home-based workers.

Spalter, Michael. “Here Come the Cyber-Yuppies,)) The Futuvist v29n3 p20 (3 pages) May-Jun 1995. Concludes that businesses that continue to rely on traditional corps of sales personnel to market their goods and services will lose out to cyber-yuppies, who will begin marketing on the Internet with few fmed costs and no or little real estate or bureaucracy.

St&en, Brent. “An Analysis of Marketing as a Communication Process,” The Journal of Management Advocacy Communication, vlnl ~82 (6 pages) Jun- Jul 1995. Reprints research paper outlining an approach to marketing that can serve as a bridge between marketing and communication theory and research. Defines marketing as the process of creating., modifying, exploiting or maintaining a communicative process.

Sublette, Guen. “Marketing 101,“Entrepreneur p86 (13 pages) May 1995. Relays 101 recommended marketing focus, good citizenship, involvement respect, among others.

strategies from 10 experts. Names commitment, with all stakeholders, and treating everyone with

Thomas, G. Scott. “America’s Most Educated Places,” American Demographics v17nlO p44 (2 pages) Ott 1995. Finds educated Americans concentrate in college towns and affluent suburbs. Lists 101 most- educated communities harboring a wealth of business opportunities. Names Stanford, CA, at the top. Credits immigrants for a substantial share of residents in some welleducated communities.

Treaty, Michael. “From the Front,” Fortwe v131n7 ~195 (1 page) Apr 17, 1995. Explains the process of determining which marketing tool to stress among price, quality product or service. Recommends starting with harmonious operational design, control, reward system, and corporate culture. 150

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PR Bibliography

Vine, David. “Euro-Eco Promo,” Internet Wmld v6n7 ~86 (2 pages) Jul 1995. Reports a survey that reveals optimism in the European economy has risen to a record level with 72 percent of European business leaders predicting the economic position of their respective companies will continue to improve. Finds the European Union provides economic sites for business opportunities via the Internet.

BOOKS Aaker, David A. Building 256~~.

Strong Brands.

New

York: The Free Press. 1995.

Predicts the next three decades will see a battle of the brands. Uses cases from leading corporate successes from General Electric, Saturn, and others to demonstrate how the best managers create brand equity and market superiority.

Berger, Arthur Asa. Essentials of Mass Communication CA: Sage. 1995.215~~.

Theory. Thousand Oaks,

Traces key theories in various aspects of communication theory. Organizes around the key conceptual areas of text, audience, media, production, and society.

Fowles, Jib. Advertising and Popular Culture. Thousand Oaks, CA: Sage. 1995. 272~~. Explores the potential power of advertising to alter minds and behavior. Analyzes advertising as a business practice and creator of symbolic environments.

Frank, Robert H.; Cook, Philip J. The Winner-Take-All Free Press. 1995. 220~~.

Society. New York: The

Decries the system of marketing, where Americans compete for ever fewer and bigger prizes, encouraging economic waste, growing income inequality, and impoverishing cultural life.

Goldman, Robert; Papson, Stephen. S&n Wars: The Cluttered Landscape ofrldvertising. New York: Guilford Publications Inc. 1996. 275~~. Analyzescontemporary advertising. Examines familar and pervasive images, sound and messages inside the logic and structure of contemporary commodity culture, impact on the environment and surrounding beauty.

Jandt, Fred E. Intercultural

Communication.

Thousand Oaks, CA: Sage. 1995.

&OPP.

Discusses culture as a context for communication, cultural differences affecting communication as well as cultural patterns and sub-cultures, and their influences on communication.

Janul, Daniel S. Online Marketing hold. 1995. 370~~.

Handbook. New York: Von Nostrand Rein-

Presents a guide on how to sell, advertise, publicize, and promote products and services on the Internet and commercial online systems.

1996

151

Publtc Rehtwns Remew

Jones, John Philip. When Ads Work: New Proof that Advertising- TrQgers Sales. New York: Lexington Books. 1995. Reports in depth technology used by A. C. Nielsen marketing research to track advertisements seen by individual household members and the products they buy. Analyzes the technique for validity in showing a direct link between individual advertisements and their results.

McAUister, Matthew P. The Commercialization Oaks, CA: Sage. 1995.256~~.

of American

Culture.

Thousand

Explores the nature of changes and reasons for their emergence of innovative reach a larger segment of the U.S. population of potential consumers.

ways to

Mingo, Jack. How the Cadillac Got its Fins. New York: HarperBusiness, 1995. 240~~. Presents

case histories

behind the invention

and marketing

of familiar products.

Moore, Goeffrey A. Inside the Tomzado. New York: HarperBusiness. 1995. Takes the title of the book from a technology market tornado, where ignoring the customer is thought to be mandatory for survival. Introduces readers to a chasm early in the Technology Adoption Cycle that innovative companies and their products must cross to reach the mainstream market.

Ritchie, Karen. Marketing to Generation X. New York: Lexington Books. 1995. Predicts that advertising and marketing will move toward an interactive information for consumers born in the ’70s and ’80s. Believes advertising more informational and less manipulative and obstrusive.

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