Knowledge that Transforms

Greg M. Allenby (“Bayesian Statistics and Marketing”) is the Kurtz Chair in Marketing at The Ohio State University. He specializes in the study of economic and statistical issues in marketing, focusing on Bayesian methods. Professor Allenby is an Area Editor for Marketing Science and is on the editorial board of the Journal of Marketing Research. He is also an associate editor of Quantitative Marketing and Economics and the Journal of Business and Economic Statistics. His research has been published in Marketing Science, the Journal of Marketing Research, the Journal of the American Statistical Association, the Journal of Econometrics, the Journal of Business and Economic Statistics, and other leading journals. William Boulding (“Sustainable Pioneering Advantage? Profit Implications of Market Entry Order”) is Professor of Business Administration at the Fuqua School of Business, Duke University. His research interests lie in the domain of understanding both the implications of strategic choices and how those choices get made. He is a past Area Editor for Marketing Science. Markus Christen (“Sustainable Pioneering Advantage? Profit Implications of Market Entry Order”) is Assistant Professor at INSEAD in Fontainebleau. He holds an M.Sc. in mechanical and production engineering from the Swiss Federal Institute of Technology, an M.B.A. from the University of Oregon, and a Ph.D. from Duke University. His current research interests include issues of valuing, pricing, and acquiring information and the effect of innovation on firm performance. His previous research has appeared in the Journal of Marketing Research. Ely Dahan (“Fast Polyhedral Adaptive Conjoint Estimation”) is Assistant Professor of Marketing at the Anderson School of Business at UCLA. He formerly taught at the M.I.T. Sloan School of Management. He received an S.B. in Civil Engineering from M.I.T., an M.B.A. from Harvard Business School, and a Ph.D. in Operations, Information and Technology from Stanford University. He was a Fellow of the Department of Energy and of the American Association of Collegiate Schools of Business (AACSB), and he won a Jaedicke Fellowship while at Stanford. His research focuses on Internet-based new product research methods, securities trading of concepts, mass customization, models of new product prototyping, and the economics of cost reduction. Before returning to academia, he worked as national product manager for W. R. Grace and NEC until 1984, when he founded a computer networking company in Maryland, serving as CEO until the firm was acquired in 1993. Anita Elberse (“Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures”) is an Assistant Professor at Harvard Business School. Prior to joining Harvard, she was a Visiting Fellow at the Wharton School, University of Pennsylvania. She received a Ph.D. from London Business School in 2002. Her main research interests include marketing issues involving media and entertainment industries, the diffusion and adoption of innovations, the impact of digital technologies on marketing, and econometric modeling techniques. Jehoshua Eliashberg (“Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures”) is the Sebastian S. Kresge Professor of Marketing and Professor of Operations and Information Management at the Wharton School, University of Pennsylvania. His research interests include new product development issues, generally focusing on specific industries. He is particularly interested (from a research and consumption standpoint) in the media and entertainment industries. His research in this area has been published in Marketing Science, Management Science, and the Journal of Marketing. It was also the subject of articles appearing in Fortune, the Christian Science Monitor, Variety, theWashington Post, Business Week, and the Wall Street Journal. John R. Hauser (“Fast Polyhedral Adaptive Conjoint Estimation”) is the Kirin Professor of Marketing, Head of the Marketing Group, and leader of the Virtual Customer Initiative at the M.I.T. Sloan School of Management, where he teaches new product development, marketing management, competitive marketing strategy, and research methodology. He is the co-author of two textbooks, Design and Marketing of New Products and Essentials of New Product Management. He has received both the Converse Award for scientific contributions and the Parlin award for contributions to marketing research. He has won awards for research and for teaching, and his students have won awards for their theses and, later, for their research papers. For six long years he was Editor ofMarketing Science. Outside interests include sailing, swimming, NASCAR, opera, and country music. Barbara E. Kahn (“Understanding High Stakes Consumer Decisions: Mammography Adherence Following False-Alarm Test Results”) is the Dorothy Silberberg Professor of Marketing at The Wharton School of the University of Pennsylvania. She is also a faculty member of the Graduate Group in the Psychology Department and a Senior Fellow at the Leonard Davis Institute of Health Economics at the University of Pennsylvania. Her primary research interests focus on customer decision making specifically related to (1) variety in assortments or consumer variety-seeking and (2) consumer (patient) decision making in high-consequence/stressful environments. She is currently President of the Journal of Consumer Research Policy Board and an academic trustee of the Marketing Science Institute. Mary Frances Luce (“Understanding High-Stakes Consumer Decisions: Mammography Adherence Following False-Alarm Test Results”) is an Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. She is also a Senior Fellow at the Leonard Davis Institute of Health Economics at the University of Pennsylvania. She received her Ph.D. degree in marketing from Duke University. Her primary research interests center around understanding how decision behavior is altered when decisions become consequential or otherwise emotion-laden. Her dissertation article centered around understanding how consumers make “decisions that matter” in a consumer context, and she received the Ferber award for the best dissertationbased article in the Journal of Consumer Research (1998).

Ethics in marketing represents moral codes which define what is right and what is wrong behavior in marketing. Most of the marketing decisions can be treated as ethical or non-ethical. Personal moral philosophy, organization relationships and conditions are three important segments of ethical decision making. Ethical problems are result of struggle between personal moral philosophy and strategy, politics of marketing and business environment. Social responsibility in marketing is organization's engagement in enlarging its positive and diminishing its negative influence on society. Four main strategies in achieving social responsibility is reaction strategy, defense strategy, adapting and active strategy. Ethics in marketing and social responsibility act together. An organization which creates organization culture on acceptable moral philosophy will make decisions positive for society.

A need for strategic reaction of the company is now-a-days higher because of the factors influencing company performance. It's difficult to avoid strong competition on a global market. There is growing need for companies to increase product and services quality. Growing need for innovation and faster market entry is very important for marketing. Company income is influenced by increasing percentage of services against the products. Company mergers are very often, which changes the structure of the product branches and ways of competing among them. For many reasons there is a change of consumer needs and wants. All of these increase marketing activity costs which improves price competition.

This report analysis the internet strategies of the leading banks in Greece as well as several banks in the world, with specific emphasis on the internet strategy of the Commercial Bank of Greece. Web sites of the following banks in Greece was analyzed between July 31st and August 20th 2000. The National Bank of Greece, Alpha Bank, Eurobank, Piraeus Bank and Commercial Bank of Greece as well as the Bank of Tokyo-Mitsubishi, Deutsche Bank, West L. Bank, Credit Agricole, Bank of New York and Sanwa Bank.

An important product strategy for firms in mature markets is value-adding modifications to existing products. Marketing information that reveals consumers' preferences, buying habits, and lifestyle...

Relationship with the customers and fulfilling their demands becomes key point in management strategy and philosophy of the company and initiates changes in corporate culture. Focusing on customers is the concept that enables the company and its employees to anticipate customers positive experience. The main goal of the company is to develop relationship with the customers that would result in creating positive image in the market to be capable to overpass the expectations of the customers. Customer Relationship Management CRM is the chain of events that begins with design decisions and runs through marketing, all of manufacturing and field sales and culminates in after sales support. CRM is based on two key points: It is management process; It is a concept based on bilateral communication, not only with the customers, but also with other segments of surrounding.

Brand name is traditionally viewed as an addition to a product. New views say that product is a part of a brand name, Brand name is set of attributes that promises satisfaction to a customer who purchases certain product or service. Brand name is combination of: attributes (like product), customer usability (need or want that it satisfies) and value (what connects customer to a product). Brand is made when marketing adds value to a product in the differentiation process from the other products with similar attributes and uses.