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  • Book reviews Underlined titles indicate that the paper is a review/summary of a book.
  • Page lengths, footnotes and bibliographic references: The title of the paper, usually typed in capital letters, is followed by a brief description of the paper and a specification of text page length (NOT including the bibliography or endnote pages), number of footnotes or citations, and number of bibliographic references.
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08662. Ethnic Marketing. Gives an overview of marketing efforts targeted at Black and Hispanic groups in the U.S. General market characteristics, ethnic media, and companies participating in ethnic marketing are discussed. 10 pages, 26 footnotes, 9 bibliographic sources.   $70
08579. Marketing: The New Priority. Reviews and analyzes a November 1983 article from Business Week magazine. The article's thesis is that mass marketing is a thing of the past. Today's successful marketer must segment. 5 pages, 0 footnotes, 1 bibliographic source.   $35
08521. Marketing in Egypt. A marketing segmentation assessment of the current and future potential of the Egyptian market. Includes demographic, geographic, and psychographic, and economic analysis, followed by an assessment of prospective products and their pricing, promotion, and distribution channels. 24 pages, 54 footnotes, 19 bibliographic sources.   $133
08461. Marketing Profile of Coca-Cola Company. Analysis of the company's marketing program of its main product, original formula Coke. The investigation includes a detailed analysis of the company's marketing strategy: segmentation strategies, competition, environmental, social and internal variables affecting the operation. 12 pages, 22 footnotes, 21 bibliographic sources.   $84
08438. Saudi Arabia: A Cultural Analysis. A cultural and social portrait of Saudi Arabia which includes a discussion of geographical setting, history, social institutions, religions, living conditions, and language. 19 pages, 28 footnotes, 13 bibliographic sources.   $133
08437. Saudi Arabia: Economic Analysis. Economic profile of Saudi Arabia, including population statistics, economic figures for the past five years, technology, product distribution systems, consumer marketing and communications. 14 pages, 29 footnotes, 7 bibliographic sources.   $98
08434. Marketing Segmentation in Kuwait. Investigation and profile of the market potentials in Kuwait from a marketing segmentation perspective. Covers geographical, employment, import-export, and distribution factors. Also provides a profile of potential target product/service segments. 17 pages, 55 footnotes, 24 bibliographic sources.   $119
08433. Marketing in the Arabian Gulf. 15 pages, 29 footnotes, 16 bibliographic sources. See section 25D.   $105
08432. Marketing the Al-Nijim Al-Shamali Personal Computer in Saudi Arabia. presents a market profile and a detailed marketing strategy for marketing microcomputers in Saudi Arabia. Competition, pricing, advertising, sales force, and budgets are included. 18 pages, 18 footnotes, 5 bibliographic sources.   $126
08431. Marketing in Saudi Arabia. Presents a marketing profile of Saudi Arabia with a focus on western imports. Profiles consumer market needs, suggests advertising and pricing strategies, and explains the goods distribution system. 13 pages, 30 footnotes, 19 bibliographic sources.   $91
08358. Kentucky Fried Chicken -- International Marketing Opportunity. Analysis of KFC's Japanese marketing strategy, including an analysis of the company's target market, location, product mix, distribution system, and advertising strategy. Also includes an overview of the Japanese consumer market and a market strategy prototype for U.S. companies entering Japan's consumer market. 14 pages, footnotes in text, 17 bibliographic sources.   $98
08338. Manufacturing and Selling Microcomputers. A business plan for manufacturing and selling IBM compatible microcomputers. Organizational structure, product definition, market profile, and sales strategies discussed. 10p. 3b.   $70
08337. Customer Base of Retail-Oriented Business. A business plan for a service to analyze the customer base of retail-oriented businesses. The service utilizes microcomputer mapping programs and demographic databases. Financing, services offered, sales strategy and business organization are discussed. 9 pages, 0 footnotes, 0 bibliographic sources.   $63
08334. Psychographics vs. Demographics in Marketing Research. Essay on the need for accurate research in marketing, focusing on the relative advantages of conventional demographic categories and motivational research into consumers' hidden motives. 5 pages, 7 footnotes, 2 bibliographic sources.   $35
08333. The Hibernia Bank: No Points Home Equity Loans. Marketing approach for a no points home equity loan. Target market, pricing, promotion and distribution. 5 pages, 3 footnotes, 4 bibliographic sources.   $35
08332. Minority Groups and Women in Marketing. Overview of the increased attention to minority groups and women in advertising and marketing, existence of distinct minority markets, rise of civil rights movement. 5 pages, 3 footnotes, 2 bibliographic sources.   $35
08331. Marketing Plan for California Wine to Japan. Presents a detailed plan for marketing California wine to Japan. Includes an analysis of the characteristics of the Japanese market, including consumer preferences and buying habits, channels of product distribution, pricing structure, promotion strategies, competition, estimated sales, and pro-forma profit and loss statement. 21 pages, 38 footnotes, 16 bibliographic sources.   $133
08326. Networking in Organizations. The study presents an overview of network structure and networking practices in business organizations. Examples of network systems currently in existence are provided. 9 pages, 14 footnotes, 8 bibliographic sources.   $63
08227. Development of a Small Department Within a Large Department Store. The development of a women's high-quality and fashionable clothing department in terms of stocking, floor layout, labor and advertising. Diagram included. 5p.   $35
08226. The Marketing of Health Care Products: Understanding the Buying Decision. Through an extensive review of literature, this paper investigates spiralling health care costs through the perspectives of cost containment. The issues of purchasing, materials management, inventory management and the role of the vendor are discussed. Notes in text. 30 pages, 78 footnotes, 33 bibliographic sources.   $133
08225. A Guide to Marketing in Kuwait. 29 pages, 19 footnotes, 13 bibliographic sources. See section 25D.   $133
08224. Marketing Profile of American Express. A profile of American Express' current marketing strategy within its Travel and Entertainment division. Considerable attention devoted to the product itself, the competitive environment, environmental influences, and time limitations and financial position. 4 tables, 3 graphs. 26 pages, 19 footnotes, 22 bibliographic sources.   $133
08223. Marketing Eaps. Examines the history, development and social and legal implications of the growth of Employee Assistance Programs within the corporate environment. Target market, marketing strategy, and competition are analyzed. 9 pages, 7 footnotes, 10 bibliographic sources.   $63
08222. Development of a Small Department Within a Large Department Store. The development of a gourmet food section in terms of stocking, floor layout, labor and advertising. Diagram included. 5p.   $35
08188. Marketing Hotels and Motels. An investigative study of market segmentation, trends and strategies within the hotel/motel industry. S.F. Bay Area market analyzed through the responses to a 3-page questionnaire. Discusses differentiation and identification of market targets among different hotel/motel categories and sales strategies for optimal performance. 11 pages, 9 footnotes, 15 bibliographic sources.   $77
08169. Film Marketing. This paper concentrates on the aspects of marketing films which set it apart from the marketing of other products. Covers the role of the studio, film distribution, the effects of cable television, and strategies for increasing film revenues. 6 pages, 6 footnotes, 4 bibliographic sources.   $42
08158. Marketing Chevron Gasoline. Study of Chevron's gasoline marketing strategy for the l980's. Anticipated influence of Gulf-Chevron merger and chief competitors Exxon and Texaco discussed. 6 pages, 13 footnotes, 10 bibliographic sources.   $42
08157. The Baby Food Market. A comprehensive marketing study of the baby food industry, looking at the consumption and marketing of baby foods in Great Britain. A marketing strategy is developed and more recent trends in product and packaging are reviewed in detail. 18 pages, 21 footnotes, 15 bibliographic sources.   $126
08154. Microcomputers and Accounting. The revolutionary impact of the microcomputer on the accounting industry is analyzed in this study. Clerical and bookkeeping advantages and drawbacks to accountants are noted, and some available software is reviewed. 14 pages, 15 footnotes, 6 bibliographic sources.   $98
08152. Electronic Funds Transfer. Examines the expansion of EFT systems, including the use and demand for ATM's and POS (point of sale) debit cards. Relative advantages and disadvantages to the financial institution and the consumer are weighed. The expansion of EFT systems is seen as inevitable. 12 pages, 10 footnotes, 8 bibliographic sources.   $84
08135. International Marketing of Soft Drinks. Investigative study of the soft drink market in the United Kingdom. Current world market conditions and trends are examined. The U.K. soft drink market is compared and contrasted with the markets in Europe, Canada and the U.S. Diet Coke is presented as a case study of soft drink marketing in the U.K. A market strategy is developed for potential newcomers. Ten charts included. 15 pages, 32 footnotes, 27 bibliographic sources.   $105
08108. International Marketing of Light Beer. Investigative study of light lager and low calorie/low alcohol beer market in the United Kingdom. Current world market conditions and trends are examined. Marketing of Bud Lite in the U.K. is presented as a case study. Includes an outline of a marketing strategy for a new product. 15 pages, 31 footnotes, 30 bibliographic sources.   $105
08106. Accounting Harmonization in the European Economic Community. Examines the four-fold purpose of the EEC's Fourth Directive, adopted July 25, 1978. Discusses the benefits of the directive, including the impact of standardized accounting systems on shareholders, creditors and the public. Criticisms of the directive include its emphasis on format rather than content and its failure to take fully into account differences in the economic conditions of the various European communities involved. 13p. 28f.   $91
08105. Item Posting for Profits. Analysis of a case study of menu board posting for Bonanza International fast food restaurants. Presents the advantages and disadvantages of menu board posting in restaurants. 6p.   $42
08103. Marketing in the Banking Industry. A look at successful strategies in making a bank customer-oriented. Various experts are cited who encourage the development of a sales-oriented banking staff and emphasize the importance of convenience, responsiveness, breadth of services, and customer relations. Also considers how to manage public opinion regarding bank closings and market segmentation. 27p. 8b.   $133
08077. The United Israel Appeal, Inc. A background history and marketing audit of one of the world's largest funding organizations for Israel. Includes analysis of how it could appeal more broadly and improve its fund-raising abilities. 14 pages, 12 footnotes, 8 bibliographic sources.   $98
08058. Marketing Personal Computers. A case study which compares the marketing methods of Apple and A.T. & T. in the personal computer field. Considers the reasons for Apple's relative success and the difficulties encountered by A.T. & T. 9 pages, 13 footnotes, 7 bibliographic sources.   $63
08054. Customizing International Marketing Plans. How the marketing of products abroad is affected by the economy and customs of the individual countries. Discusses how products, promotion, and distribution are altered for different markets. Includes statistical table. 17 pages, 10 footnotes, 5 bibliographic sources.   $119
08053. Holiday Inns. A business case study of the world's largest hotel chain. Background on the hotel industry, problems encountered with diversification, and current marketing strategies are discussed. 13 pages, 16 footnotes, 8 bibliographic sources.   $91
07721. Two Congresswomen: A Brief Comparison. An examination of the contrasting careers and beliefs of Rep. Barbara Mikulski and Rep. Marjorie Holt, representing Maryland's third and fourth congressional districts respectively. 5 pages, 6 footnotes, 2 bibliographic sources.   $35
07689. International Banking: An Article Review. A comprehensive review of Jonathan Hakim's London Economist article detailing non-debt problems encountered by international banks in the 1980's. 3p.   $21
07671. Marketing and Culture. Discussion of the complex interrelationship between marketing and culture, with applications for international marketing. Includes definitions of culture, definitions of marketing, how marketing is a "sub-culture" in itself and how the two systems affect each other. Cultural factors can only be understood through empirical research; basic outlines of economic environment and distribution channels in world perspective. Four basic points in the "reality of international marketing:" Products and marketing efforts must almost always be adapted for other cultures; market research is very difficult in Third World conditions; translation of promo. materials must be checked very, very carefully; one must transcend one's own culture to understand another. 18 pages, 37 footnotes, 5 bibliographic sources.   $126
07667. The Coffee Divisions of General Foods: A Marketing Case Study. Case study prepared from publicly-available sources, studying the problems of a market leader in a slow-growing, mature industry. General Foods makes Maxwell House, Yutan, Sanka, Brim, International Coffee, and other brands; reorganized along "entrepreneurial," growth-seeking lines in 1980-91, the company has tried to take account of demographic changes and seeks new coffee market segments. Study details these efforts, with statistics on GF and coffee markets, and recommends that they be continued and intensified. 17 pages, 33 footnotes, 12 bibliographic sources.   $119
07663. Analysis of an Advertising Campaign: Burger King's "Message for Grownups. This analytical study of Burger King's 1982 national television campaign examines the competitive position of Burger King and its rivals, the target market and the message of the advertisement, and the effectiveness of the campaign. 8 pages, 17 footnotes, 5 bibliographic sources.   $56
07662. Christ Was an Ad Man. A critical review of ad genius Robert Pritikin's autobiography and his formula for success in the age of multi-media. 6 pages, 3 footnotes, 2 bibliographic sources.   $42
07661. The Ethics of Advertising. An overview of criticisms and defenses of possibly misleading advertising. Includes the evolution of legal doctrines, the difference between falsehood and deception, how literal truth can actually deceive, criticism and defense of the technique of associating social-psychological values with, products ("You meet the nicest people on a Honda"). Well-informed consumers need less protection than ignorant consumers; since both types of consumers exist in the market, controversy over ad ethics will continue. 7 pages, 14 footnotes, 2 bibliographic sources.   $49
07605. Promotional Campaigns in the Airline Industry. History and summary of frequent flier and other promotions since deregulation in 1978. Gives details of TWA program, also American, Eastern, Delta, Republic, Pan Am, and United; available statistics on participation; investigates secondary market for coupons, finding 55% markup by brokers between buy/sell prices. Programs very costly to airlines, but likely to remain because of fierce competition. 12 pages, 21 footnotes, 19 bibliographic sources.   $84
07455. The Ibm Pc: Its Distribution System. Good study of how IBM moved into mass marketing with its PC home computer, and the problems encountered,. Includes how and why IBM decided to use a variety of outlets, IBM's policies for retailers, problems of supply, problems of unauthorized discounting. Although trying to control both quality and price through independent outlets has its costs, the distribution strategy should allow IBM to saturate the market. 6 pages, 6 footnotes, 4 bibliographic sources.   $42
07137. Recent Marketing Developments in Japan. Good brief overview of marketing trends in Japan. On one hand, imitation of American innovations such as research; on the other hand, an incredibly complex, rather antiquated and certainly over-manned distribution system with many small wholesalers supplying many small shops in most consumer fields. Political pressures to keep this system and the responses of efficiency-seeking companies. 5 pages, 7 footnotes, 4 bibliographic sources.   $35
07132. Mass Marketing Comes to the Wine Industry. Study of how major mass market corporations such as Coca-Cola and Schlitz have changed the wine industry by appealing to mass tastes through advertising and the development of light wines. Focuses on Coca-Cola's moves to introduce mass advertising, develop and market light wines; also other developments which widen the wine market. 10p. 7f. 5p.   $70
07131. Consumer Trends in the Alcoholic Beverage Market. Overview of the return to taste that has shake this market in recent years, influence of demographics (baby-boom generation) and related changes behind the trends to lighter drinks. Also covers the older, heavier drinker; increased importance of females and minorities in this market; two brands successfully appealing to younger drinkers; appeals to sports and sexuality; possible trends for the remainder of 1980s. 19 pages, 38 footnotes, 18 bibliographic sources.   $133
07016. Ideology of the Cuban Revolution. Discussion of how American imperialism and informal domination of Cuba 1900-1959 led to the fiercely independent and nationalist attitude of Cuban Revolution; discussion of Castro's pre-revolutionary ideology finds he was not a Communist until taking power, but was always sympathetic to socialist ideas. 7 pages, 8 footnotes, 5 bibliographic sources.   $49
07014. Analyzing Consumer Dissatisfaction From Both a Marketing and Consumer Perspective. The accumulation of individual consumer dissatisfactions has led to the modern political consumer movement; but from a marketing perspective; dissatisfaction represents an opportunity to improve products and services to insure business success in the future. 5 pages, 6 footnotes, 3 bibliographic sources.   $35
06747. The Adverstising Agency in the Twentieth Century. A study of the services of the advertising agency as they have developed throughout this century; emphasis is on the Wheeler-Lea act of 1938 and the regulation of advertising by the Federal Trade Commission. 21 pages, 7 footnotes, 5 bibliographic sources.   $133
06352. Bausch and Lomb. A marketing case study of the soft contact lens manufactures, with a look at the nmrketing situation, pricing, inventory and new product strategies, and an analysis of the firm's success in regaining their lost market share. 10 pages, 13 footnotes, 7 bibliographic sources.   $70
06327. Distribution and Marketing at American Motors. The difficulties in distribution and marketing experienced by America's fourth largest automobile manufacturer are analyzed in this case study, with a look at new product introduction. 5 pages, 7 footnotes, 5 bibliographic sources.   $35
06323. Marketing Plan for a Word Processor. A well-developed marketing plan for a hypothetical word processing typewriter, looking at the target market, the existing competition, price structures and promotion techniques for a proposed new company. 10 pages, 0 footnotes, 0 bibliographic sources.   $70
06321. Marketing Channels for Hmo's. The new method of providing health care delivery systems to the public is studied in this report; changes in federal and state laws making HMO's (Health Maintenance Organizations) possible are noted, and future prospects are considered. 10 pages, 4 footnotes, 6 bibliographic sources.   $70
06320. Marketing Plan for a Hospice. A detailed marketing plan for the Hospice of San Francisco, with a thorough situation analysis of market penetration, limiting factors, market segments, and marketing objectives and problems; an in-depth study of a business providing care and comfort for the terninally ill. 16 pages, 5 footnotes, 12 bibliographic sources.   $112
06318. Marketing Responses in the Ice Cream Novelty Industry. The controversy over the nutritional value of ice cream, the industry's product development techniques, and its marketing strategies with regard to inflation and food value factors are all reviewed in this general case study. 10 pages, 7 footnotes, 5 bibliographic sources.   $70
06315. Promotion in the Fast Food Hamburger Market. A look at various promotion techniques in the fast food market, focusing on television advertising and in-store promotions for hamburger outlets and looking at strategies of the giants in the fields. 10 pages, 10 footnotes, 8 bibliographic sources.   $70
06305. Climate + Architectural Traditions. Climate is one of the principal factors which influences traditional building design. This paper reviews the relation between climatic variables and comfort for the occupants of a structure. Design responses in adapting buildings to climate are also discussed. 10 pages, 9 footnotes, 4 bibliographic sources.   $70
06203. Marketing a Telecommunications Network. Business case study of the marketing and pricing problems of a company attempting to enter the newly deregulated market for long-distance communication services; examines the potential market, sets forth marketing, pricing and advertising strategy to win business and residential customers from the Bell system. 15 pages, 14 footnotes, 0 bibliographic sources.   $105
06201. Salesmanship. Excellent discussion of the problems of the high technology salesman in the modern environment. The increasing emphasis on serving the customer's needs, dealing with highly educated, technically aware customers. How companies like DuPont and Hewlett-Packard have adapted; long discussion of potential problems facing the salesman. 11 pages, 8 footnotes, 5 bibliographic sources.   $77
05973. Changes in Fast Food Marketing Management Caused by Market Saturation. Discusses management responses to stagnant sales growth caused by market saturation. Discusses use of overseas expansion, enlarged menus, price competition, promotion and advertising as marketing responses to this problem. 10 pages, 12 footnotes, 11 bibliographic sources.   $70
05882. Multinational Marketing Strategies. A review of the marketing strategies of five Japanese and American companies. Emphasis is given to marketing in the third world. 25p. 10b. 16f.   $133
05867. Measurement of Marketing Performance in the Multinationals. Control systems for effectiveness in marketing are disucssed accounting for degrees of organizational autonomy and differences in the national organizations of the European subsidiiaries of American companies. The report notes the lack of monitoring of political events in various countries and concludes that in general control procedures are minimal. 20p. plus tables. 18f. 9b.   $133
05852. Standardization and Transferability of Multinational Corporate Marketing Strategy. Discussion of specific marketing strategies of MNC's. Covers problems of standardizing marketing strategies among subsidiaries. 26 pages, 28 footnotes, 15 bibliographic sources.   $133
05843. Marketing the Ford Mustang. Factors in the production and marketing of this car are noted: styling, targeting, pricing -- given the wide range of accessories. The paper discusses the radical nature of the advertising campaign on a national basis for this car. 5 pages, 6 footnotes, 3 bibliographic sources.   $35
05842. Abnormal Behavior and Exercise Therapy. The complexity of the human brain and the variations of mental deviations era the subject of this paper. Organic brain disorders are differentiated from the problems of low I.Q. and social dysfunction. 13p. 7b. 10f.   $91
05596. Marketing Policy in Japan. A study of the structure and operation of the Japanese domestic market. It focuses on the role of the giant trading companies, stressing their feudal backgrounds and tradition. Mitsui & Company is taken as the example. 10 pages, 12 footnotes, 5 bibliographic sources.   $70
05331. Basic Market Objectives. A marketing program for three types of private jet aircraft, concentrating on highly specialized market with a customized product. Promotion and after sales are considered. 18p. and tables. 1f. 1b.   $126
05330. Broadcast and the Process of Persuasion Through Broadcasting. The purposes and techniques of advertising are examined in this study; television is looked at in particular. 9 pages, 15 footnotes, 7 bibliographic sources.   $63
05274. A Comparison Op the S. F. Progress and the S. F. Advertiser. Two San Francisco consumer-oriented publications are contrasted, in terms of their layout, coverage and potential markets. Advertising possibilities in both publications are compared, with rates and readerships analyzed. 11p., Of., Ob.   $77
05126. Television Marketing Proposal. A promotional brochure for a hypothetical Las Vegas television station, aimed at a local merchant. The virtues of the television medium and its marketing impact are extolled. 8p., Of., Ob.   $56
05030. Marketlng in Saudi Arabia. Discussed the market potential for export sales by U.S. firms to Saudi Arabia. Includes an analysis of potential problems such as cultural differences and the Saudi boycott of Israel. Includes some of the important Saudi Arabian laws which apply to imports. 14 pages, 16 footnotes, 5 bibliographic sources.   $98
04911. Increasing Media Costs. A look at the impact of increasing media costs on advertising. The factors contributing to rising costs, such as labor, equipment and overhead, are examined in the first part of the report, and some of the strategies for handling those increased costs are studied in the second part. Includes a close look at television and radio costs and their rapid escalation in recent years. 9 pages, 14 footnotes, 9 bibliographic sources.   $63
04869. Price Elasticity of Demand in the Market System. This paper provides an overview and analysis of the mechanism of consumer sensitivity to price changes and the degree to which consumers change their buying patterns in response. The theory of price elasticity, the hypothetical demand schedules, and the application of the theory to hypothetical supply and demand structures are all looked at in detail in this paper. KEYWORDS: price elasticity consumer buying patterns supply and demand. 11 pages, 15 footnotes, 3 bibliographic sources.   $77
04762. Developing a Public Relations Campaign in the Food Processing Industry. Good overview of steps to be taken in developing a public relations campaign for a new factory: community relations, employee relations, brand image; also mentions the vital role of P. R. man in management team. 8 pages, 7 footnotes, 5 bibliographic sources.   $56
04522. False Advertising and Its Regulation. Good thorough study of legal history of false advertising, as reflected in Supreme Court and FTC cases; includes 3p.,appendix with most recent decisions. 20 pages, 9 footnotes, 8 bibliographic sources.   $21
04407. Organizational Structure of the Marketing Department for the Hypothetical Xyz Firm. Hypothetical case study, which covers basic elements of marketing theory to discuss desirably organization structure for a marketing dept. 11 pages, 1 footnote, 1 bibliographic source.   $77
04367. Coca-Cola Marketing Case Study. Case study of 1969 decision to adopt new marketing strategy. lOp. 12f., 9b.   $70
04358. Marketing Overview: Itel Leasing Corporation. Very good, very sophisticated study of the structure of the equipment leasing market, Itel's strategy and perfornance in it. 22p., Of., lOb.   $133
04313. The Public Image of the Salesman. Essay on the need to change the stereotype of the fast-talking irresponsible salesman and to recognize his contribution to the company and the community. 4p., lf., Ob.   $28
04288. Air Freight Marketing Channels. Good study, covers all aspects of air freight business. Focuses on who uses air freight for what. 8p., l4f., 7b.   $56
04189. Fresh Deodorant. Business marketing case study of the highly competitive deodorant market; whether or not to press the button on a new aerosol spray product. 7p., Of., Ob.   $49
03576. Market Research: Clothing Expenditures and Fashion Preferences in Quebec. Very good report of a student's survey of 100 young female shoppers in Quebec City; how much money they make, how much they spend on clothes, what fashions they prefer and what influences their ideas on fashion; very good example of market research in action, with conclusions for marketing and advertising policy. 25p., Of., 8b.   $133
03013. Distribution of Products in Foreign Markets. Very good, technical discussion setting forth a framework for decision-making on the best methods of foreign distribution, weighing the variables of function needed by the company, cost, and amount of control over operations. 11 pages, 9 footnotes, 7 bibliographic sources.   $77
02286. The Economic Effects of Advertising. A detailed study of the effectiveness of advertising in the media; the history of advertising, the effect of advertising on demand for goods and services, the effect on competition and the effect on national income are all dealt with. A chart of advertising expenditure, 1914- 64, is included. 16 pages, 17 footnotes, 16 bibliographic sources.   $112
02052. International Marketing. Elementary study of why and how American firms go overseas in search of sales, emphasizing potential problems in competition, personnel, and distribution. lOp., 16f., 7b.   $70
02009. Social Aspects of Advertising. Good basic discussion of three aspects of advertising: what the consumer gains, how motivation research pinpoints likely strategies, how advertising uses persuasion techniques to sell. 13p., text 7f., Sb. 5 pictures.   $91
02008. Public Relations Campaign Por a New Bank. Thorough discussion of the public relations and advertising strategy for a new bank in a Midwestern town; getting the message to the public through news stories and ads, plans for open house; just about every aspect of good customer relations in banking is mentioned. 11p., Of., Ob.   $77
02007. Advertising Against Pollution. Good thorough presentation of a statewide advertising campaign for ending water pollution in Michigan; identifies seven major divisions of the public, the strategy to be used on each in campaign for both general awareness and passage of pollution-control bond issues. lOp., Of., Ob.   $70
02006. Nature and Analysis of Effective Magazine Advertising. Overview of magazine advertising, and ad techniques in general; getting the customer's attention, emotional and symbolic appeals, preventing negative associations, etc. 12 pages, 31 footnotes, 20 bibliographic sources. 1 picture.   $84
02005. Language Use in Advertising. Good study of how language is used to soften, freshen, deodorize, and make impacty the statements used to convince you to buy; includes typical vocabulary, grammar, sentence structure, etc. of advertising. 12 pages, 19 footnotes, 4 bibliographic sources.   $84
02002. Effects of Advertising on the Consumer. Good basic discussion of the pros and cons of the public utility of advertising; though not intrinsically necessary, it has institutionalized that the economy could not now function without it. 11p., 15f., Sb.   $77
02001. Advertising Campaign for Farmers in Michigan. Good complete presentation of the rationale, media, spots, times, etc., to be sued in an advertising campaign to be aimed at farmers in Michigan. 31p., Of., Ob.   $133
01884. Playskool Manufacturing Co. Advertising Policy. Well-done review and discussion of a toymaker's advertising strategy; who are we trying to reach, and howl Includes recommendations. 6 pages, 8 footnotes, 8 bibliographic sources.   $42
01875. A Problem in Advertising Strategy: The Case of Foremost Dairies. Good study of alternative advertising strategies for ice cream: promote new flavors or go with the big three of vanilla, chocolate and strawberry? lOp., 8f., lOb.   $70
01850. Does Advertising Fulfill Its Purposes? Opinionated discussion of the social cos t of advertising, taking the view that much advertising is deceitful, contributory to monopoly or concentration, and a barrier to new firms, not to mention its effects on the consumer. 15 pages, 3 footnotes, 5 bibliographic sources.   $105
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