{"created":"2023-06-19T10:27:24.457923+00:00","id":34,"links":{},"metadata":{"_buckets":{"deposit":"112d5711-ef21-4985-a8e1-5674e0f0f142"},"_deposit":{"created_by":16,"id":"34","owners":[16],"pid":{"revision_id":0,"type":"depid","value":"34"},"status":"published"},"_oai":{"id":"oai:tama.repo.nii.ac.jp:00000034","sets":["1:7:25"]},"author_link":["57","56"],"item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"1998-03-01","bibliographicIssueDateType":"Issued"},"bibliographicPageEnd":"42","bibliographicPageStart":"27","bibliographicVolumeNumber":"2","bibliographic_titles":[{"bibliographic_title":"経営・情報研究　多摩大学研究紀要"},{"bibliographic_title":"Tama University Journal of Management and Information Sciences","bibliographic_titleLang":"en"}]}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"　報告者は、消費者の銘柄決定の大部分は店頭において行われるという問題提起を1980年に店頭購買行動調査を用いておこない、メーカーの販促努力が、やがて店頭に向かうであろうことを予告した。次いで1985年に店頭マ−ケティングという新語をつくり業界に登録するとともに、日用消費財のプロモーションにおいては、マス広告よりもむしろ店頭からの訴求が重要であることを指摘し、メーカーのプロモーション戦略がマス広告重視から店頭マ−ケティング重視へ移るにちがいないと論述した。\n　本稿は、かっての予測・予告を仮説として、それらを立証するための地味な作業であり、また、なぜそうなったかを明らかにするとともに、セールス・プロモーションの延長上に店頭マーケティングの新しい戦略的意味を見いだそうとする試みである。この15年の間には、華々しく登場しながら、実際に役立つこともなくたちまちにして消えて行ったマ−ケティング理論もどきが多数あったが、年月を超えて使える理論の構築が、いま望まれている。\n","subitem_description_type":"Abstract"},{"subitem_description":"　The author predicted in 1980 that CPGM, i. e. consumer packaged goods manufacturers, might shift their promotion emphasis in the next stage from mass media advertising to the in-store promotion. This is a study to verify that the prediction has proved to be correct. The annual reports of CPGMs were analyzed focused on sales promotion and advertising expenses.\n　The results of this analysis verifies original prediction and points out the causes of these changes.","subitem_description_type":"Abstract"}]},"item_10002_publisher_8":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"多摩大学経営情報学部"}]},"item_10002_source_id_11":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AA11140277","subitem_source_identifier_type":"NCID"}]},"item_10002_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"1342-9507","subitem_source_identifier_type":"ISSN"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"大槻,  博"},{"creatorName":"オオツキ, ヒロシ","creatorNameLang":"ja-Kana"}],"nameIdentifiers":[{"nameIdentifier":"56","nameIdentifierScheme":"WEKO"}]},{"creatorNames":[{"creatorName":"OTSUKI,  Hiroshi","creatorNameLang":"en"}],"nameIdentifiers":[{"nameIdentifier":"57","nameIdentifierScheme":"WEKO"}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2020-07-14"}],"displaytype":"detail","filename":"199800200011.pdf","filesize":[{"value":"95.4 kB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"199800200011","url":"https://tama.repo.nii.ac.jp/record/34/files/199800200011.pdf"},"version_id":"6c9f7862-1c6c-453c-8086-1f039fe06088"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"銘柄決定","subitem_subject_scheme":"Other"},{"subitem_subject":"店頭購買行動調査","subitem_subject_scheme":"Other"},{"subitem_subject":"1980年の予言","subitem_subject_scheme":"Other"},{"subitem_subject":"立証","subitem_subject_scheme":"Other"},{"subitem_subject":"マス広告","subitem_subject_scheme":"Other"},{"subitem_subject":"店頭マ−ケティング","subitem_subject_scheme":"Other"},{"subitem_subject":"日用消費財","subitem_subject_scheme":"Other"},{"subitem_subject":"プロモーション戦略","subitem_subject_scheme":"Other"},{"subitem_subject":"consumer packaged goods","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"manufacturer","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"advertising","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"in-store promotion","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"verify","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"1980ﾕs prediction","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"annual reports","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"expense","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"sales promotion","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"the causes of their change","subitem_subject_language":"en","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"日用消費財メーカーのプロモーション戦略の変化 1980-1995","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"日用消費財メーカーのプロモーション戦略の変化 1980-1995"},{"subitem_title":"Changing Patern of Promotion Strategy in C. P. G. Manufacturers, 1980-1995","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"16","path":["25"],"pubdate":{"attribute_name":"公開日","attribute_value":"1998-03-01"},"publish_date":"1998-03-01","publish_status":"0","recid":"34","relation_version_is_last":true,"title":["日用消費財メーカーのプロモーション戦略の変化 1980-1995"],"weko_creator_id":"16","weko_shared_id":-1},"updated":"2023-06-19T10:47:09.948467+00:00"}