Citation
Leventhal, R.C. (2006), "Editorial", Journal of Consumer Marketing, Vol. 23 No. 3. https://doi.org/10.1108/jcm.2006.07723caa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited
Editorial
The ability to communicate effectively to consumers in terms of what we as marketers have ascertained from our efforts in consumer behavior research has become of paramount importance. It is not good enough to continue on with past marketing strategies that we hope will continue to yield both solid market share and profits. As we have seen, this is truly an international marketplace where we must be able to understand not only culture, but consumer values, perceptions and lifestyles as well. Anything less may not allow a company to gain the competitive advantage that they seek.
Chan examines what types of consumption values are taught at elementary schools in Mainland China, how these values are presented, and how these values relate to traditional Chinese cultural values. Suggestions are presented in terms of product design, planning of promotional activities as well as brand positioning to appeal to parents and children in China.
Fraj and Martinez report their findings on the ecological consumer’s characteristics. The authors describe some environmental strategies based on the ecological consumer’s knowledge of certain values and lifestyles. Results of their study indicate the environmental patterns and self-fulfillment values are those that best characterize the ecological market segments.
Hamzaoui and Merunka propose a model of the influence of country of design (COD) and country of manufacture (COM) on consumer evaluations of bi-national products that reflect products that are designed in one country and manufactured in another. The authors also introduce the concept of the logical connection between product categories and the COD or COM. The authors go on to discuss the importance of understanding these concepts especially as they apply to emerging international markets.
Pitta, Weisgal and Lynagh explore the developments in the field of integrated marketing communications (IMC) and the changing relevance of its component processes. Better understanding your communications mix will allow you to achieve a more successful promotional process.
In this issue you will also find Misplaced marketing, Book reviews and Computer currency.
Richard C. Leventhal