Table of contents
WHO IS YOUR SATISFIED CUSTOMER?
Nessim Hanna, John S. WagleWhat causes consumer satisfaction or dissatisfaction with a product? Two psychological theories are provided as an explanation of the amount of perceived satisfaction. By…
STRATEGIES FOR SUCCESS FROM THE POLITICAL MARKETERS
Phillip B. NiffeneggerPolitical campaigns are a form of bloodless but serious marketing warfare, and the various state and national races offer a unique opportunity to study the effectiveness of the…
GENERATING MARKETING IDEAS WHEN FORMAL RESEARCH IS NOT AVAILABLE
Eugene Del VecchioWhile worldwide revenues for the 44 leading market research companies exceeded $1.5 billion in 1985, there are still many marketing executives who can't afford to institute a full…
REPRESENTATION OF THE ELDERLY IN ADVERTISING: CRISIS OR INCONSEQUENCE?
Alan J. GrecoAdvertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product…
HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS
D. Randall BrandtSome service elements and processes address the minimal requirements and expectations of customers, while others go a step further to add value to the service experience. This…
PROBLEM RECOGNITION: THE CRUCIAL FIRST STAGE OF THE CONSUMER DECISION PROCESS
Gordon C. Bruner, Richard J. PomazalSince 1910, when John Dewey first introduced the five‐stage decision process, it has been a widely accepted concept and still serves as the central pillar of a popular consumer…
EXPANDING MARKETING OPPORTUNITIES WITH PRE‐NEED SERVICES
Myroslaw J. Kyj, C. Jayachandran, John L. HavertyThe general orientation of services marketing literature with regard to consumer or buyer behavior has been with “at‐need” purchases, those purchases made only when current…
STRATEGIES FOR ENHANCING SERVICES QUALITY
Thomas C. KeiserEverybody pays lip service to service quality. A few have invested the level of effort required to make a difference. This article examines the impact that service quality has on…
PERCEIVED SOCIAL CLASS APPEALS OF BRANDED GOODS AND SERVICES
Kjell Grønhaug, Paul S. TrappSocial class is assumed to be a crucial determinant in consumer behavior. Most previous research has focused on purchase and consumption behavior across social class segments at…
ISSN:
0887-6045Online date, start – end:
1987Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Dr Rebekah Russell-Bennett
- Dr. Mark Rosenbaum