Table of contents
Misplaced marketing Colas big and little: anti‐trust laws, non‐regulation and the disabled marketing of small brands
Joyce M. WolburgShelf access fees and cooperative merchandising agreements are tactics that clearly give power to big business, and nowhere is this more evident than in the soft drink wars. The…
Children’s visual memory of packaging
James U. McNeal, Mindy F. JiTo elicit the visual memory of packaging that facilitates consumers’ identification and selection of products from store displays, children were asked to draw a cereal box and the…
The MDPS method of message theme development: a new tool for managers
John C. Mowen, Eric G. HarrisProposes and tests a new approach for developing message themes and segmenting markets, termed the message development through personality segmentation – MDPS. This new tool…
Understanding the new bases for global market segmentation
Salah S. Hassan, Stephen Craft, Wael KortamThis study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world…
Mass‐customisation in marketing: the consumer perspective
Ahmet Bardakci, Jeryl WhitelockThis paper addresses the issue of mass‐customisation from the point of view of consumer demand. It aims to develop a framework to examine the demand side of the mass‐customisation…
Internal and external factors which affect customer loyalty
Dennis L. DuffyThe development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel