Table of contents
The need for new anti‐smoking advertising strategies that do not provoke smoker defiance
Joyce M. WolburgThe misguided effort to change the smoking behavior of college students using the same anti‐smoking messages created for young teens apparently stems from the misplaced marketing…
Branding is no longer child's play!
Martin LindstromTweens (8‐14 year‐olds) comprise a new type of audience – an increasingly powerful and smart consumer group which last year alone spent and influenced an astounding US$1.18…
Consumers and CRM: a national and global perspective
Roy William John EndacottCause‐related marketing is expanding worldwide, but few countries appear to have research data about consumer opinions regarding the subject. Consumer research can help companies…
Animosity towards economic giants: what the little guys think
Swee Hoon Ang, Kwon Jung, Ah Keng Kau, Siew Meng Leong, Chanthika Pornpitakpan, Soo Jiuan TanRespondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian…
The elderly's uses and attitudes towards the Internet
Jacqueline K. Eastman, Rajesh IyerDespite the growth of the Internet, one area that marketers have not really discussed is the elderly's use of the Internet. Given the rapid growth of this population as well as…
Using on‐line retailing as a springboard for catalog marketing
Dennis L. DuffyChronicles the launch of a new e‐commerce business. Reviews the implications and considerations of such a venture and documents the critical lessons learned. Concludes that the…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel