Journal of Consumer Marketing: Volume 1 Issue 4

NEW PRODUCT MARKETING IN AN ERA OF TRANSITION

Andrea Dunham

This paper argues for a different approach to new product marketing in today's era of transition. When marketers must respond to multiple factors of discontinuity, which are…

WINNING AGAIN IN THE MARKETPLACE: NINE STRATEGIES FOR REVITALIZING MATURE PRODUCTS

Jagdish Sheth, Glenn Morrison

Every year basically sound products and services falter in the marketplace because of maturity, stiffer competition, or environmental changes. Although market declines and even…

MAKING INTERACTIVE PRODUCTS COME ALIVE

Jeffrey F. Durgee

Interactive products include all of the new computerized vending, service, and consumer products such as video games, automatic tellers, and telecommunications shopping systems…

THE ELDERLY: NEGLECTED BUSINESS OPPORTUNITIES

Ganesan Visvabharathy, David R. Rink

It is the intent of this article to show that the elderly, an important but neglected market segment, could be a viable segment for many businesses by the criteria of…

FRANCHISING: BUSINESS REVIEW

R. Richard Bruno, Gerald P. Davey, Esq.

Franchising is not an industry but a method of distribution. The franchise system of distribution has been adapted to a diverse array of products and services. According to the…

INFORMATION THEORY: A NEW WEAPON AGAINST ADVERTISING WEAROUT

Gordon C. Bruner

The paper presents a simplified explanation of a rather complex mathematical approach to communication called information theory. This theory maintains that all information can be…

ADVERTISING IN SEARCH OF A POSITIVE IMAGE

R.V. Goldstein

I submit for your consideration four simple points concerning advertising's image:

PROBLEMS OF COMPARATIVE‐TEST COMMERCIALS

Charles B. Schneider

The fact that there is no apparent single standard, or guideline, within the advertising research community causes several dilemmas for those who are responsible for broadcast…

A SEARCH FOR CONSTANTS: THE “HEAVY USER” REVISITED!

Victor J. Cook, William A. Mindak

As in the case with computers and automobiles, marketing seems to seek constantly new and improved models.