Table of contents
Seeking Mass Market Acceptance for High‐Technology Consumer Products
Susan H. Higgins, William L. ShanklinDiscusses the various strategies for mass merchandizingtechnologically complex products and services. Considers fear oftechnology, high‐tech aficionados, and lifestyle differences…
Content Analysis as a Tool for Consumer Research
Shay SayreOutlines a method for using content analysis of print media toanswer questions about how to present products for effective consumeradvertising. Argues that the application of…
Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy
James H. Leigh, Terrance G. GabelConsiders the concept of symbolic interactionism within the contextof consumer behaviour. Examines the implications for market strategythrough segmentation variables, consumer and…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08858629210035391. When citing the…
Contrarian Marketing
Jeffrey F. DurgeeConsiders the phenomenon of new brands that succeed because theirmarketing strategy is diametrically opposed to contemporary strategies.Suggests ways to define a product in order…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08858629210035418. When citing the…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel