- Marketing Strategy
- Marketing Technology
- New Product Introduction
Terry Deutscher is a professor emeritus of marketing at the Ivey Business School.
- BSc.Eng, Alberta
- MBA, Stanford
- PhD, Stanford
Recent Refereed Articles
Barclay, DW, Deutscher, TH, Vandenbosch, MB,
2007, "Business Marketing in Master's Programs: A Part of the Fabric", Journal of Business-to-Business Marketing 14(1): 31 - 52.
Abstract: In response to the challenge issued by Narus and Anderson (1998) to rethink the role of business marketing in an MBA curriculum, we propose the rationale, methodology, and philosophy for integrating business marketing into the fabric of a graduate business program. There are many reasons for business marketing knowledge being important to MBA graduates, not the least of which is that the majority of them will work in firms whose primary customers are other organizations. In this article we demonstrate theoretical and marketplace rationale for repositioning business marketing in the MBA curriculum. We propose a template to guide the process including key business market and business marketing concepts that we believe should be part of the fabric. Finally, we detail the experiences of one school's journey in moving in this direction.
Deutscher, TH, Marshall, J, Burgoyne, DG,
1982, "The Process of Obtaining New Accounts", Industrial Marketing Management 11(3): 173 - 181.
Abstract: Because of today's economic environment, many companies must look to new accounts in order to realize ambitious sales-growth expectations. The present study was conducted to compare the views and activities of sales managers and sales representatives about new account development and to determine how the process could be handled more effectively. Questionnaires were completed by 528 sales representatives and 401 sales managers from Canadian firms. The results of the study indicate that in the opinion of sales managers, sales representatives do not spend enough time on new accounts. There seem to be 2 major reasons for the sales representatives' shortfall: 1. failure to see the pay-off to themselves in new account development activities, and 2. lack of ability to perform these activities effectively. A model is presented for successful new-account development and a plan is suggested for correcting the major problems.
Day, GS, Deutscher, TH,
1982, "Attitudinal Prediction of Choices of Major Appliance Brands", Journal of Marketing Research 19(2): 192 - 198.
Abstract: We have know for some time that brand attitudes can be useful predictors of subsequent brand choices, if the proper measures are used and there are few intervening events between attitude measurements and behavior (Liska 1974 Pinson and Roberto 1973). These lessons have been derived almost exclusively from studies of comparable research on low purchase incidence categories such as refrigerators, ranges, and washing machines, the service life averages more than 10 years and consequently only 8 to 11% of all households will make a purchase in any year (Dickinson and Wilkie 1978). Studies of major appliances therefore need large samples and long intervals between initial and followup interviews. Not only is this research costly and complex, but the decision process, in which the brand choice is but one in a series of decisions, is subject to much uncertainty. Most appliance Purchase plans are not fulfilled (Juster 1966 Kosobud and Morgan 1964 Pickering 1975) and many purchases are made in response to unanticipated events.
- Western University, Ivey Business School. Professor; Director of Research 1981-86; Associate Dean of Human Resources 1987-92; Director of EMBA, Videoconferencing 1994-1999.
- IMD, Lausanne, Switzerland. Visiting Professor (1986-1987)
- Ohio State University. Assistant Professor (1973-1978)
- Cornell University. Visiting Assistant Professor (1976-1977)