Journal of Consumer Marketing: Volume 10 Issue 2

Differentiation through customer involvement in production or delivery

Jae H. Song, Carl R. Adams

Seeks to expand managers′ awareness of the opportunities availablefor differentiating their products by increasing or decreasing thecustomer′s involvement in production or…

Strengthening coupons offers by requiring more from the customer

Arthur L. Porter

Reports the experiment conducted by a direct mail company todetermine whether a free gift offer would generate incremental sales.Finds that packet mailed with a coupon generated…

Strategies for environmental advertising

Joel J. Davis

Considers reasons why consumer response has, at best, been mixedwith regard to “Green” marketing. Proposes reasons whyconsumer response has not been overwhelmingly positive and…

Co‐ordinating sales and marketing in consumer goods firms

Frank V. Cespedes

Discusses factors affecting marketing‐sales co‐ordinationrequirements at consumers goods firms, what some firms are doing toencourage better interaction between these groups, the…

Consumer market beliefs and their managerial implications: an empirical examination

Frank Alpert

Empirically examines important general beliefs consumers have aboutproducts and marketing. Shows results from a survey of 458 consumersabout the degree of consumer endorsement for…