Stephendann

A table of four eras of the American Marketing Associations definitions of marketing, and a head to head between the Chartered Institute of Marketing's definition, and the AMA's 2004 and 2007 definitions.

Between 1950 and 1965, a range of marketing texts were released by an unheralded marketing scholar by the name of Theodor Geisel. At the time, the marketing texts were unrecognised by industry and academia, who discarded the theories concerning relationship marketing, promotion, service recovery, and the dangers of product over complication and neglect of front line service staff. This paper se...

Stars Wars has attracted a cadre of dedicated fans across a multi-decade period. With the first film rapidly approaching 30 years old, the final instalment in the six episode part was released on May 19, 2005. This study looks at the influence of fandom on aspects of the consumption of the Star Wars experience, including attitudes to Star Wars films. The study also tests a new measure of fandom...

Traditionally examined as a self reported behavioural measure of speed of adoption of an existing innovation (Rogers, 1995), this paper demonstrates the use of temporal innovativeness as a self report measure of the speed to which a person intends to adopt an innovation. The reconceptualisation of temporal innovativeness as “temporal preference” creates an opportunity to merge the fields of “ti...

Street-level marketing represents a method of marketing through involvement and membership of psychographic market niche. It is based on combining the observational methodologies of ethnography with the objectivity of marketing planning to assist goods, services or ideas developed to service a psychographic market niche by a member of the market niche. It represents a movement away from the tra...

Street level marketing (SLM) represents a new movement in the application of marketing theory. Much of contemporary marketing theory focuses on top down implementation of marketing strategies, aided and guided by intrusive observational marketing research technique which endeavor to capture a single snapshot of a marketing environment that can be translated into long term marketing strategies. ...

The nature of the Internet as a medium of information has created opportunities for a global market place of ideas. As part of this new wave of idea driven commerce, there has been a rapid increase in the number of niche orientated products being developed by microbusinesses, operating without much of the traditional overheads of small business, who are using the Internet as their sole distribu...

Street Level Marketing (SLM) is defined as the marketing activities undertaken by a member of a psychographic niche to further the adoption of an idea, good or service, developed within the niche, to meet the specific needs or wants of the niche (Dann and Dann, 2004). With the revision to the AMA’s understanding of marketing in 2004, the opportunity exists to revisit the street level marketing ...

Finding out what was thought about Star Wars Episode III, Jar Jar Binks, and whether Yoda can really sell Diet Pepsi

Star Wars Survey 2005 www.stephendann.com 1 The 2005 Star Wars Midnight Screening Study Finding out what was thought about Star Wars Episode III, Jar Jar Binks, and whether Yoda can really sell Diet Pepsi Star Wars Survey 2005 www.stephendann.com 2 The Study: Findings and Outcomes One of the problems of contemporary marketing research is the discovery of "common sense" results which ar...