Table of contents
Who moved my Muggle? Harry Potter and the marketing imaginarium
Stephen BrownAccording to John Grant’s New Marketing Manifesto, contemporary consumers “act their shoe size not their age” by resolutely refusing to grow up. They are not alone. Managers too…
Customer retention management: a reflection of theory and practice
Rizal Ahmad, Francis ButtleCustomer retention is increasingly being seen as an important managerial issue, especially in the context of saturated market or lower growth of the number of new customers. It…
Memetics: a new paradigm for understanding customer behaviour?
Russell WilliamsLooks at memetics, a new science of memes (a unit of cultural material propagated by an imitation process). Examines its origins and attempts to show its significance for the…
The sales introspection technique: principles and application
Mary C. LaForge, Stephen J. Grove, Louis H. StoneThis paper introduces a training technique that is designed to improve salespersons’ selling skills through introspection and discovery of success drivers and inhibitors. We…
Towards a globalized communications strategy: perceptions from New Zealand
Philip James Kitchen, Lynne EagleLooks at the globalization of communications in New Zealand, in the compelling and e‐volutionary global marketplace. Explores the impact of environmental issues on marketing…
The impact of product‐related factors on perceived product safety
Noel Yee‐Man Siu, Hon‐Yan WongThe study investigates the impact of product‐related factors on perceived product safety. The factors examined include price, brand name, country of origin, store name, source…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss