William G. Browne

Perceived Quality of Marketing Journals

The principal purpose of this study is to identify the “prestige” of journals that publish papers in marketing, as seen by department chairmen or other administrators in charge of marketing faculty. There have been previous reports on evaluation of business publications in general (Weaver 1975). However, there has not as yet appeared a study dealing specifically with marketing papers and publications. Marketing academicians have a particularly wide range of journals in which to publish their research findings or speculative ruminations. The research question is: What is the relative status of the numerous publication vehicles available to marketing academicians?

A three stage product review process

Abstract After examining the major product review literature, the authors identify additional concerns for operationalizing a product review system. A three phase product review process is developed.

Airline Deregulation and the Affects on Advertising Copy for Three Major Target Markets

Prior studies have compared differences in advertising content within media, within media vehicles, between media vehicles and longitudinally. There have also been studies comparing the advertising copy directed toward different market segments and the advertising themes directed to different target market segments. To our knowledge nothing appears in the literature comparing advertising in an industry before and after deregulation or in other situations where there was a fundamental change in the market environment.

Factors Affecting the Academic Achievement of Marketing Students

A study of a graduating class of seniors in marketing examined factors associated with successful academic achievement using, first, a required comprehensive examination, and second, overall GPA. A number of potential variables were investigated for their relevance to achievement, grade-related, school-related, comprehensive examination-related, work-related, extra curricular-related, and demographic. Many did not seem to be associated. Overall, academic aptitude and past academic performance seemed to be the most important predictors of achievement.

Horizons of simulation and marketing management

A paper titled “Simulation in Marketing Management - An Audit” 1/ provides evidence to indicate that the number of publications in the field of computer simulation and marketing management had reached a peak in 1968-9 and had since declined. The intent of this paper is to: 1) review the data furnished in the above paper, 2) identify possible causes of the findings, and 3) provide evidence to show that a major shift in the publication record can be expected. A major portion of the paper will be devoted to the shift that has taken place in projects currently being completed versus those that were completed and published in the 1965-71 period. A questionnaire was used to obtain data to identify the changes currently underway.