Table of contents
Extending your brand by optimizing your customer relationship
Scott Davis, Cathy HalliganNotes that the role of brand as more than just a marketing communications icon is increasingly obvious to leading businesses. Brand drives nearly two‐thirds of customer purchases…
The impact of gender differences on change in satisfaction over time
Dawn Bendall‐Lyon, Thomas L. PowersNotes that the establishment and maintenance of long‐term relationships with consumers is an important focus of marketing activities in many organizations. Examines gender…
Family structure and influence in family decision making
Christina K.C. Lee, Sharon E. BeattyReports on a study which examines the effect of family structure in the family decision‐making process. In particular, it seeks to determine if sex‐role orientation and the wives’…
Multi‐channel shopping: understanding what drives channel choice
Denise D. Schoenbachler, Geoffrey L. GordonObserves that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple channels or…
Marketplace diversity and cost‐effective marketing strategies
Geng Cui, Pravat ChoudhuryAs the population and purchasing power of ethnic minority consumers in the USA continue to grow, more marketers are using subcultural segmentation and targeted marketing to reach…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel