Journal of Consumer Marketing: Volume 13 Issue 2

Giving to charity: questioning the donor decision process

Sally Hibbert, Suzanne Horne

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…

Ethnic response to couponing: a motivational perspective

Corliss L. Green

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…

Retail credit usage and relationship marketing

Nita L. Paden

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…

The Internet for the rest of us: marketing on the World Wide Web

Thomas L. Ainscough

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…

In‐store trade promotions ‐ profit or loss?

Anthony Lucas

Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base sales volumes. Discusses managers’ concentration on promotion…