Table of contents
Semiotics, advertising and marketing
Richard D. Zakia, Mihai NadinIn the summer of 1986 the first International Conference on Marketing and Semiotics was held at Northwestern University. It was sponsored jointly by J.L. Kellogg Graduate School…
Packaged Goods Marketing — “Pull” Companies Look to Improved “Push”
Robert J. Kopp, Stephen A. GreyserConsumer packaged goods is an industry long known for its reliance on “pull” marketing strategies, that is, clever brand positioning supported by heavy advertising and couponing…
CUEING THE CONSUMER: THE ROLE OF SALIENT CUES IN CONSUMER PERCEPTION
Gail Tom, Teresa Barnett, William Lew, Jodean SelmantsConsumers buy what they perceive, and what they perceive is heavily influenced by the cues — brand name, packaging, color — that marketers send to them. This article reports on an…
SUPPORTING A HIGHER SHELF PRICE THROUGH COUPON DISTRIBUTIONS
Naufel J. Vilcassim, Dick R. WittinkPromotional expenditures for manufacturer coupon distributions have increased rapidly during the last decade. Marketing professionals have criticized this trend. We discuss how…
THE EFFECTS OF SOCIAL CLASS AND PERCEIVED RISK ON CONSUMER INFORMATION SEARCH
Paul Hugstad, James W. Taylor, Grady D. BruceThe interaction between social class and perceived risk on the way that consumers use various sources of information is examined in this article. The conclusions reached here…
LINKING DIMENSIONS OF THE ELDERLY MARKET TO MARKET PLANNING
Alan J. GrecoFor decades, organizations have based their marketing efforts to the 65 and older market on traditional stereotypes. This is surprising given the size, growth, and spending power…
MARKETING A POLITICAL CANDIDATE
Marvin SchoenwaldIntegrating Marketing and R&D In today's marketing‐oriented world, there are many products that in reality are pretty much the same. What distinguishes them is appearance and…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel