The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers...

Discusses the various steps in differential pricing and integrates the economics of differential pricing with the marketing perspective. Explains the concept of differential pricing with the help of a mathematical model, and illustrates the use of differential pricing by using an example from...

Color poster with text and graph (Spring 2009)

Color poster with text, images, table, and graph.

Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with respect to price and quality. With the passing of the NAFTA, retailers’ interest in the relatively young Mexican...

In the ever‐changing electronic environment of the twenty‐first century, price is one of the key strategic elements that is often overlooked by firms. The paper addresses differential pricing in business‐to‐consumer electronic commerce, in particular differential pricing for hotel...

Our purpose is to extend affinity theory in construct domain, scale development, model testing and by discerning affinity and animosity.