Reviews the evolution of marketing to date. Discusses the different stages of transaction marketing and relationship marketing. Goes on to discuss a new marketing system called developmental relationship marketing. The system integrates concepts and approaches used in both transaction marketing...

Asserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that in this climate customer‐centric marketing is more effective than product‐oriented marketing. Decribes the...

Asserts that there are two approaches to successful database marketing: cognitive and behavioral analysis. In this way, marketers can garner a clear understanding of what customers and prospects “look like”. Reviews the processes involved in database marketing. Suggests to marketers the best...

Develops and refines a new way to generate and identify opportunities for really new product functions. Considers that the role played by marketing research in really new products is limited. Traditional marketing research methods here are largely confined to asking people about problems with...

The paper examines the current state of relationship marketing in the consumer services market. It questions whether relationships are mutually beneficial to suppliers and customers and argues that the relationship is managed by the retailer primarily for their gain whereas the customer might...

In developing pricing strategies for the global marketplace, sellers have to consider the differences in how their consumers process information on prices. One potential difference is in attributions: whether the consumer blames the seller for a negative outcome such as a price increase. Prior...

Examines consumer preferences for forthcoming technological innovations. Studies consumer response to different levels of technology over time. Looks at preferences for existing and intermediate technologies when future ones are expected. Focuses on technological consumer durables that are...

The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and...

Urban versus suburban shopping environments present unique opportunities and challenges for retailers. Retailers in both urban and suburban locations attempt to both attract outshoppers and retain their hold on shoppers in their immediate trade areas. To this end, it is incumbent on retailers to...

Global industrialization and the subsequent dwindling of many natural resources have become elements for product differentiation in marketing. Environmental certification programs are increasingly being recognized as significant market‐based tools for linking manufacturing and consumer...