This paper investigates print advertising of the U.S.and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilaramong the four countries identified. This research offers valuable information...

Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of...

In today′s competitive travel industry, positioning the destination more effectively in the traveller′s mind has become an increasingly important strategic issue. The key to this is an understanding of the traveller′s perceptions of destinations. This study focuses on determining US...

Advancements in information and communication technologies have created unprecedented opportunities to services providers in both developing and developed countries. The service sector represents one of the fastest growing areas of exports in the global trade. The Internet and e‐commerce make...

Notes how marketing philosophy and practices have become increasingly important in the financial services industry. Uses a segmentation approach to understanding consumer satisfaction and dissatisfaction and choice behaviour in relation to affluence in the financial services market. Offers...

Describes the current scenario for maternity services. Delineates an integrative approach dealing with the information cycle and applies it to the market for obstetrical services. Discusses directions for future research and provides strategic recommendations.

Positioning analysis is based traditionally on customer perceptions. However, when a service depends on referrals to attract customers, positioning analysis should recognize the perceptions of the key buying influences who make referrals. Specialized or “tertiary care” hospitals depend on...