Table of contents
CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL
Mary C. Gilly, Richard W. HansenEffective complaint‐handling by an organization can result in such benefits as consumer satisfaction, company / brand loyalty, favorable word‐of‐mouth publicity and decreased…
BEYOND SOCIAL TREND DATA
Roberto Friedmann, Warren FrenchIn the first issue of this Journal, Florence Shelly states that the proper use of social‐trend data can help market‐ing managers in at least four areas by providing: 1. a future…
INSTRUMENTAL LEARNING: ITS APPLICATION TO CONSUMER SATISFACTION
Blaise J. Bergiel, Christine TrosclairWhen modern‐day students of marketing turned from the economic explanation of consumer behavior, learning theory was one of the first resources in which they sought more useful…
READY FOR A TIME GUARANTEE?
Eugene H. FramMarketing Myopia—misperceiving markets—is a well‐known marketing management problem, and most marketing executives are alert to it. However, the problem seems now to be…
CAN WE BE CONSUMER‐ORIENTED IN A CHANGING FINANCIAL SERVICE WORLD?
Claudia E. MarshallMost CEO's sincerely want to be close to the customer. Marketing executives spend a great deal of time striving to be consumer‐oriented. Even so, a lot of marketers approach…
“ADVERTISING/PROMOTION BUDGETS: HOW DID WE GET HERE, AND WHAT DO WE DO NOW?”
F. Kent MitchelI'd like to talk about an advertising and promotion allocation problem that I believe is widespread.
TEST MARKETING AS DRESS REHEARSALS: BUNDLE TESTS AND TEST MARKET DIAGNOSTICS
Ted KargerA crucial phase in planning a new product or a major revision in an entry comes just prior to its introduction into regular business operations. At this time, the management focus…
THE VOLUNTARY SIMPLICITY CONSUMER
Avraham ShamaMost marketing executives are aware by now that some consumers believe that “small is beautiful” and “less is more.” Such executives may be surprised to find out that this type of…
WINNING THE BATTLE FOR YOUR CUSTOMER
Donald W. Hendon, Emelda L. WilliamsThe competition for the consumer's mind involves broadening the scope tools used to reach that consumer. Conventional marketing wisdom is that marketing strategy planning consists…
EXTENDED WARRANTIES, SERVICE CONTRACTS, AND MAINTENANCE AGREEMENTS—A MARKETING OPPORTUNITY?
Ellen Day, Richard J. FoxAB Product warranties, in general, have not been employed by marketers as an important strategic tool, yet the business in extended warranties, service contracts, and maintenance…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel