Table of contents
Are consumers evaluating your products the way you think and hope they are?
Kevin M. Elliott, David W. RoachExamines the marketing problem of knowing what customers look forin a product. Claims that for some product groups, consumers mayevaluate products and their characteristics…
In search of value: how price and store name information influence buyers′ product perceptions
William B. DoddsDiscusses a conceptual model of consumers′ product evaluation thatshould help marketers′ understanding of price setting. Provides aconceptual model that incorporates acceptable…
Company study: building networks of small brands
Chris A. AbernathyExamines regional marketing as a mean of stimulate growth onnational brands competing in stagnant categories, to build networks ofacquired regionally marketed brands for national…
The effect of free samples on immediate consumer purchase
H. Bruce LammersExamines the practice and marketing consequences of giving out freefood samples. Reports on a study, taken over a period of three days, ofcustomers who entered a well‐established…
Complaints as opportunities
Jerry PlymireArgues that, although reducing complaints has traditionally beenequated with improved service, in actuality, the surest road tocustomer‐focused culture is through increased…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002507. When citing the…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002520. When citing the…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel