Journal of Consumer Marketing: Volume 3 Issue 4

AN ETHICAL BASE FOR MARKETING DECISION MAKING

Geoffrey P. Lantos

The Need for Ethical Standards The 1970's and 1980's have witnessed an increased concern about building an ethical foundation upon which to make better business decisions in those…

CAREER‐STAGES APPROACH TO MANAGING THE SALES FORCE

William L. Cron, John W. Slocum

There is growing awareness that careers grow and change in a variety of ways during a person's work life. One change is in people's concerns and goals for their careers. This…

ARCHETYPES, ATHLETES, AND ADVERTISING: A JUNGIAN APPROACH TO PROMOTION

Alf H. Walle

The increased attention being directed toward nonquantitative (so‐called relativistic) research designs within marketing has encouraged marketing's use of methods that were…

SIX TIMELESS MARKETING BLUNDERS

William L. Shanklin

The majority of start‐up businesses fail, many for marketing‐related reasons. Estimates of the new product failure rate across all sized companies range anywhere from 30% to 80…

WHEN ARE MARKET LEADERS MOST LIKELY TO BE ATTACKED?

John L. Ward, Stanley F. Stasch

This paper addresses the question of when market leaders are most likely to be attacked. It does so by discussing the circumstances associated with competitors' attacks on 21…

GENERATING MARKETING STRATEGY PRIORITIES BASED ON RELATIVE COMPETITIVE POSITION

Alvin C. Burns

The marketing manager has little or no guidance in formulating competitive strategies. This article presents a marketing strategy planning tool based on customers' perceptions of…

UNDERSTANDING AND USING EMOTIONS IN ADVERTISING

Richard W. Mizerski, J. Dennis White

Consumers' emotions have a significant influence on purchase and consumption decisions for a wide variety of products. A good example of this phenomenon can be found in the candy…

THE FASHION‐CONSCIOUS ELDERLY: A VIABLE, BUT NEGLECTED MARKET SEGMENT

Alan J. Greco

For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi Strauss…

MARKETING WARFARE

Al Ries, Jack Trout

Advertising has become a strategic weapon rather than a tactical one. Advertisers no longer run ads to sell products, they run ads to establish a position. Advertising is too…

RESALE PRICE MAINTENANCE: CHANGING PERSPECTIVES AND FUTURE DIRECTIONS

Lyndon E. Dawson, Morris L. Mayer, Janet E. Keith

Resale price maintenance has been used as a management strategy for a long time. Even in the face of unfavorable court decisions, the concept, like a Phoenix, continues to rise…