Table of contents
Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study
Gary L. Clark, Peter F. Kaminski, David R. RinkReports on a study to investigate the impact of customersatisfaction of different types of company responses to letters ofcomplaint. Considers the effects on consumers of various…
Target marketing: The Logic Of It All
Kenneth M. FreemanConsiders the successful implementation of a target marketingstrategy by a small US firm introducing a new insecticide brand.Examines how the market was broken down by geography…
Ingredient Branding: A Strategy Option with Multiple Beneficiaries
Donald G. NorrisAnalyses the strategy of ingredient branding and its implicationson the distribution channel members, in addition to its potential foraiding product introduction and adoption…
Exploiting Niches Using Relationship Marketing
David Shani, Sujana ChalasaniDiscusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the two may…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08858629210035427. When citing the…
Reading Advertising: The What and How of Product Meaning
Teresa J. Domzal, Jerome B. KernanAnalyses successful international ads for alcoholic drinks,cigarettes and corporate identity to determine the core meanings foreach product. Argues that these meanings constitute…
An Integrated View of Marketing Myopia
Michael D. Richard, James A. Womack, Arthur W. AllawayExamines the concept of marketing myopia, its differentexplanations and types. Organizes the four types of marketing myopiainto a classification scheme, suggesting a new…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel