Purpose – The consumer culture for expectant parents has changed considerably over the past few decades. Culturally, society places a great deal of emphasis and attention on traditional families and often neglects to recognize non‐traditional families. Although previous consumer literature...

Purpose – With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular interest to advertisers investing in online campaigns. The current marketing literature states that...

Purpose – This paper seeks to explore the successful entrepreneurial marketing communications done by a small, residential real estate firm, Best Address ® LLC, in Washington, DC (USA). The goal of the study is to develop an understanding of best practices used by this firm that can translate...