Table of contents
MEASURING THE EFFECT OF MARKETING INFORMATION ON BUYING INTENTIONS
John A. Howard, Robert P. Shay, Christopher A. GreenThe ABC measure was developed to replace the less flexible and less comprehensive traditional measure of marketing effectiveness—market share. The ABC measure is based upon…
REVITALIZING BRANDS
Norman C. BerryThe Birth of Brands A hundred years ago there were no brands to revitalize … because there were no brands. Market leverage was held securely by wholesalers, who determined what…
GLOBAL BRANDING AND SEGMENTATION: ARE THEY INTERDEPENDENT?
Elana HudakTo get some insight into the issue of global branding and segmentation, we will look at an example of a multinational company that has several global brands. Colgate‐Palmolive is…
HOW SALES PROMOTION CAN WORK FOR AND AGAINST YOU
Steven W. Hartley, James CrossExpenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb006040. When citing the article, please…
MARKETING TO OUR AGING POPULATION: RESPONDING TO PHYSIOLOGICAL CHANGES
Charles D. ScheweMarketers, public policy makers, and society in general have tended to use chronological age as a means of defining the maturing consumer market. Yet people age…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel