Table of contents
Symbolic Interactionism: Its Effects on Consumer Behaviour and Implications for Marketing Strategy
James H. Leigh, Terrance G. GabelNotes how many products are purchased due to their symbolicsignificance to important reference groups. Discusses the concept ofsymbolic interactionism and considers this with…
Gerontographics: a Scientific Approach to Analyzing and Targeting the Mature Market
George P. MoschisDiscusses a new method of market segmentation in the mature market.Develops a model based on research in various disciplines and data fromvarious studies. Suggests that this model…
The Solo Consumer: Unique Opportunity for the Service Marketer
Cathy Goodwin, Larry LockshinConsiders the growing importance of the solo consumer in today′sservices marketplace. Suggests that marketers need to adapt to suchconsumers instead of stereotyping them and…
The Multidimensional Nature of Service Facilities
L.W. Turley, Douglas L. FugateNotes how service encounters have tended to be viewed as aninteraction between service providers and service customers. Examinessituations where the main encounter is the…
Affinity Marketing: What is it and How does it Work?
Bart Macchiette, Abhijit RoyAttempts to clarify the concept of affinity and to distinguish itfrom other marketing‐related terms. Gives guidelines for differentiatingthree general levels of affinity groups…
Differences Between Product and Services Television Commercials
George M. Zinkhan, Madeline Johnson, F. Christian ZinkhanReports on content‐analysis research of television commercials forproducts, services and retail outlets attempting to discover whether theobjectives or strategies used differ…
The Influence of Japanese Culture on Business Relationships and Negotiations
Naoko Oikawa, John F. TannerExplains that American managers often find negotiating with theirJapanese counterparts extremely difficult and frustrating due to a lackof understanding of the Japanese…
Segment‐of‐One Marketing: Turning Customer Data into Actionable Information
James D. McQuaidComments on the importance of communicating with customers anddeveloping a customer bond. Considers the “Segment‐of‐One”marketing strategy which can help track, understand and…
ISSN:
0887-6045e-ISSN:
2054-1651ISSN-L:
0887-6045Online date, start – end:
1987Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Professor Kristina Heinonen
- Professor Mark Rosenbaum