Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical …

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that … period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing …-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is …

While conjoint analysis has been applied in a wide variety of different contexts in Marketing, most applications fail …

The Marketing literature has shown how difficult it is to profile market segments derived with finite mixture models …

for parameter estimation. A marketing strategy application is provided with an analysis of PIMS data for a set of firms …

Consumers: The Responsibilities of Marketing Professionals." This article supports Karpatkin's position that, too often, large …

MNC marketing in less developed economies might foreshadow the greater exploitation of disadvantaged consumers predicted … by many critics of expanded free trade. To diffuse the charge of ?exploitative? marketing, it is imperative that … corporate marketing efforts seeking to engage impoverished segments be grounded in a strong ethical framework. This article …