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Examines the World Wide Web (WWW) ‐ a relatively new Internet service based on hypermedia, as a marketing tool, illustrating the issues raised with case examples. Explains how information can be accessed and disseminated via the WWW using a typology developed by the authors. An analysis of...
Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base sales volumes. Discusses managers’ concentration on promotion at the expense of product innovation and brand franchise development. Provides a list of initiatives to improve...
Looks at the difference in the use of money‐off coupons between Anglo‐Americans and African‐Americans ‐ marketers today are currently being challenged to understand the complexities of ethnic markets as they grow in numbers throughout the USA and have an increasing interest in determining...
Takes an initial look at ways consumers use credit and how differences in credit usage by store type may be used to develop relationship building marketing programs. Retailers are recognizing the importance of developing and maintaining long‐term relationships with customers. Using credit usage...
Notes that changes in the charity environment mean that fundraisers need to increase income from donations. Argues that to move forward donor behavior research needs to look not only at “why” people make donations but also at the process of “how” donations are made. Proposes that valuable...
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