Recently, marketers realize that in order to maximize company profitability in the market for frequently purchased packaged goods, there should be a balanced use of both acquisition programs in targeting competitors' consumers as well as retention programs in maintaining current retained...

Identifying and targeting the right types of consumers has always been an important task to marketing practitioners. To this end, Columbo and Morrison (1989) introduce the hard-core loyal/potential switcher (HCL/PS) approach to account for consumer heterogeneity and investigate purchasing...

"This book presents conceptual and research-based perspectives on course, program, and degree developments that emphasize workforce diversity skill development and prepare next-generation leaders for the modern and emerging workforce, highlighting crucial topics relating to career development,...