Journal of Consumer Marketing: Volume 7 Issue 1

Long‐Range Scenario Research As A Factor in Long‐Rang consumer Marketing Planning

Kenneth Traynor, Susan C. Traynor

Discusses the role that predictive fiction serves as a resource inlong‐range consumer marketing planning. Evaluates a case illustrationcomparing the scenarios depicted in two…

Qualitative Methods for Developing Advertising That Makes Consumers Feel, “Hey, That’s Right For Me”

Jeffrey F. Durgee

Identifies eight sources of brand imagery. Describes newqualitative methods for measuring brand images and general consumer“life images”. Surmises that effective advertising…

Usage Versus Ownership: Suggestions for Refining Studies of Time Savings and Wives’ Employment

Carol J. Kaufman

Considers the mixed results of studies linking between wives′employment and time‐saving behaviours. Argues that a possibleexplanation is found in limited conceptual frameworks…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002499. When citing the…

Creating the Marketing‐Receptive Environment: Overcoming the Two‐Year Hatchet Limit for a Firm’s First Marketing Director

Martha Rogers, Richard W. Buchanan

Discusses the reasons for the high number of failures of firstmarketing directors within organizations. Analyses the problems involvedin hiring first‐time marketing directors and…

“Real” Consumers Just Aren’t Normal

James L. Mueller

Considers changing marketing and advertising attitudes to disabledpeople, and the medical advances which allow people to live longer.Examines the nature of the disabled consumer…

Developing Marketing Decision Support Systems in Consumer Goods Firms

Alan J. Greco, Jack T. Hogue

Presents a foundation for the development of marketing decisionsupport systems (MDSS). Argues that traditional management informationsystems typically follow a sequential flow…

Organizational Barriers to Creativity...and How to Know Them Down

Arthur R. Klein

Examines how organizations may penalize or reward the avoidance ofcreativity in their quest to minimize risk and predict outcomes.Considers the barriers to creativity to be: a…