Journal of Consumer Marketing: Volume 11 Issue 1

Japanese Consumer Protection

Paul A. Herbig, Frederick A. Palumbo

Japan′s consumers are said to be the most meticulous and demandingconsumers in the world – expecting only the best in quality and servicefrom the merchant. However true this may…

Gaining a Competitive Advantage by Analyzing Aggregate Complaints

John A. Schibrowsky, Richard S. Lapidus

While many firms have developed programs to handle individualcomplaints, few have implemented programs to analyze aggregatecomplaints over time. Attempts to fill that void and…

The Industry‐specific Basis of the Market Share‐Profitability Relationship

J. Martin Fraering, Michael S. Minor

This is a follow‐up of a study conducted by William Shanklin andpublished in 1988. He found a positive relationship between market shareand return on total assets, but concluded…

Setting Promotional Goals: A Communications′ Relationship Model

David B. Jones

Presents a communications relationship model for setting promotionalgoals. The model divides promotional objectives into short, mid‐ andlong‐range goals and helps present…

Protecting Your Business Image: The Supreme Court Rules on Trade Dress

Meg Rosen, Frank Alpert

The Supreme Court has made its first ruling on “trade dress”. Trade dresswas defined by the Supreme Court as “...the overall image of thebusiness”. The Court granted protection to…