Purpose My goal is to describe my life in marketing over more than 36 years and to help readers better understand (from my personal perspective) the history of marketing. I also aim to lift the curtain on some aspects of service within the marketing community. Design/methodology/approach This...

This paper examines the link between a supplier's marketing and service operations and its business customers' subsequent repatronage behavior. We develop a dynamic model of service contract renewal for an individual firm, at the contract level, recognizing interdependencies among service...

This paper investigates fundamental investment strategies to detect and exploit the public's systematic errors in horse race wager markets. A handicapping model is developed and applied to win-betting in the pari-mutuel system. A multinomial logit model of the horse racing process is posited and...

Conventional questionnaire pretesting methods focus on directly identifying question defects, such as an ambiguous question. This paper proposes a new method that identities respondents' cognitive difficulties as they form answers to survey questions. It entails a content analysts of concurrent...