John A. Quelch

Global Brands: Taking Stock

Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: why global brands m atter more now than in the past; what distinguishes them from national brands; and the main building blocks for a global brand. He then moves on to some of the key problems which face managers of international brands today: the new Euro-zone, insta bility in emerging m arkets, the problem of diversion, and management of global relationships with advertising agents and m arket researchers. He concludes with a discussion of the issues involved in deciding whether brands should be taken global.

Marketing the premium product

Abstract From gourmet ice cream to luxury imported cars, increasing attention is being paid to the development and marketing of premium products targeted at the upper end of the price performance pyramid. However, despite the current wave of enthusiasm, marketers should not conclude that launching premium products is a sure way to improve profit margins.

Business‐to‐business market making on the Internet

Explores the emergence of market‐making as a viable business model on the Internet. Exploratory field research suggests that business‐to‐business marketers with international audiences might find this environment most in need of the roles an electronic middleman can play. Examines the critical factors which influence success for these new market makers (MMs) and the trade‐offs they must make to ensure that they reach critical mass in the short‐term and create a sustainable position in the long term. Concludes with a set of recommendations to guide would‐be MMs in making these strategic choices.

An Exploration of Marketing's Impacts on Society: A Perspective Linked to Democracy

The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for representative democracy. This perspective encompasses a broader range of benefits than is usually considered in the marketing literature and could provide a possible template for evaluating marketing actions. Viewing marketing as democratic is consistent with the historical evolution of marketing and with existing definitions of marketing. Linking marketing to political science begins to connect individual-level outcomes with societal outcomes. The approach also lends itself to policy discussions and further research on the relationships among the three primary actors in the marketing system: consumers, marketers, and government. It raises several questions about optimal marketing systems.

The Product Management Audit

Reports on a survey of how product managers, experiencing increased time pressure, would like to spend their time compared with how they actually spend it. Reviews the changes in the marketing environment currently exerting pressure on the product management system. Explains the implementation of a product management audit. Presents findings from actual audit surveys and shows how one company used an audit to identify and solve problems within its product management organization. Concludes that the product management audit is an excellent tool for producing hard data which may be missed by management by walking around.

Pharmaceutical Marketing Practices in the Third World

Abstract Major criticisms of pharmaceutical marketing are summarized and industry responses identified. Analysis of this industry case study highlights ethical issues in marketing and the broader problem of harnessing enterprise to ensure quality of life and public good. A social control of business model is presented and the limits of corporate social responsibility delineated.

Milestones in Marketing

We invited John Quelch and Katherine Jocz, authors of Greater Good: How Good Marketing Makes for Better Democracy (2008), to discuss some of the articles they found most interesting and important from the past half-century of marketing journals.

Country Managers: The Next Generation

Addresses the role of the country general manager in multinational corporations (MNCs). Identifies four distinct types of country manager and attempts to mesh this typology with earlier typologies that have addressed the generic strategies of MNCs and the strategies of individual subsidiaries within MNCs. The result is a matrix that shows the type of country manager most often needed to execute each of four subsidiary roles that are commonly associated with four corresponding MNC strategies.

Why not exploit dual marketing

Abstract What happens when industrial marketers start selling to consumers? Or when companies who serve consumers begin marketing to industry? Although not without its problems, dual marketing offers synergies that have been largely overlooked.

Measurement of the relative importance of product attribute information: A review of the information display approach

In determining whether or not to mandate disclosures of product information, policymakers may wish to first investigate the relative importance of different attribute-related information cues in influencing the purchase decision-making of consumers. This paper examines the applicability of the information display approach to this research task. In addition, unresolved problems associated with the approach are addressed for the benefit of researchers interested in applying the methodology.ZusammenfassungDie Messung der relativen Bedeutsamkeit von Informationen über einzelne Produktmerkmale: ein Überblick über den «information display»-Ansatz. Die Planung von Maßnahmen zur Verbraucherinformation erfordert bei den Verantwortlichen Kenntnis darüber, wie sich einzelne Produktmerkmale und die entsprechenden Einzelinformationen auf die Kaufentscheidungen von Verbrauchern auswirken. Der vorliegende Beitrag konzentriert sich auf deninformation display-Ansatz als eine der Möglichkeiten, die relative Bedeutung einzelner Produktmerkmale zu erfassen. Er bietet einen Überblick über die Leistungsfähigkeit dieses Ansatzes und über Anwendungen bei verbraucherpolitischen und unternehmerischen Problemen. Dabei werden vier mögliche Indikatoren der relativen Bedeutsamkeit diskutiert.Anschließend werden methodische Fragen bei der Verbesserung von experimentellen Untersuchungen angesprochen. Sie beziehen sich auf das zu verwendende Material und auf die Aufgaben, die die Testpersonen erfüllen sollen, auf die Spezifizierung der Produktmerkmale und darauf, welche Marken mit einbezogen werden sollen, ferner auf die Frage, ob der Markenname als ein Produktmerkmal gelten soll, und auf die Möglichkeit, die Realitätsnähe zu erhöhen, sowie schließlich auf die Frage nach der geeigneten Entscheidungseinheit für die Datenanalyse.