Reports on a study to investigate the impact of customer satisfaction of different types of company responses to letters of complaint. Considers the effects on consumers of various defensive marketing strategies: letter and free good, letter only, and no response. Surmises that the results...

Examines how the business products‐marketing firm acquires knowledge about its customers. Objectives include identifying the most effective means by which organizations can acquire customer knowledge, and the specific kind of knowledge which firms should strive to possess about their customers...

Reports in a segmentation study conducted to determine whether consumer‐based variables such as activities, interests and opinions could be used to segment markets based on service quality expectations. Identifies those consumer‐based variables found to be significantly related to service...

The development process for new products is critically dependent on customer‐generated new product ideas. Although several conduits exist for identifying and communicating these ideas, by far the most productive one is the organization’s salesforce. While the integral role of salespeople as...

The question of whether personalization increases or decreases mail survey response rates has not been completely resolved in the marketing literature. Also, few studies address the issue of whether the results of the personalization are worth the added cost. This study shows that different...

Introduction How thoroughly do practitioners read marketing journals? For most marketing journals, practitioner subscribers represent the largest and therefore the most important potential readership segment. As others have noted, unless a journal is read, its effectiveness is minimized...

It is the intent of this article to show that the elderly, an important but neglected market segment, could be a viable segment for many businesses by the criteria of accessibility, responsiveness, identifiability, and size. This market itself comprises several segments, and these segments are...