Table of contents
It’s not simply “change,” it’s “evolution”
John KrubskiTakes a humorous look at the relationship between the consumer and the product since the 1920s. Asserts that marketing consists of the conscious effort to invade, inveigle and…
Bringing innovation to life
Scott M. DavisArgues that to innovate is the only sure‐fire way to ensure long‐term stability, satisfy shareholder growth goals, maximize employee happiness, and stay at the forefront of…
Cohorts II: a new approach to market segmentation
Jock BickertAsserts that when faced with complex motives and behavior, humans tend to simplify and generalize in order to make sense of a bewildering set of complexities. Categorical systems…
Dominance and dilution: the effects of extending master brands
Siew Meng LeongExamines the effects of extending master brands — brands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally…
Surrogate buyers and the new product adoption process: a conceptualization and managerial framework
Praveen AggarwalModels the role and impact of a relatively new intermediary, the surrogate buyers, on the new product adoption process. Existing diffusion models have ignored the impact of this…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel