Market segmentation has been accepted as a strategic marketing tool to define markets and
thereby allocate resources. The concept as originally defined by Wendell Smith requires an" …

Product classifications have been used as a normative framework to generalize product
characteristics and market responses. To be more useful in guiding marketing strategy, …

Conflict between business organizations may have constructive consequences. This article
reports on conflict within the automobile distribution system based on a two-year exploratory …

The authors consider the effects of exposure to various advertising appeal types (differing in
sidedness) on cognitive response and belief change in the context of inoculation and …

Word-of-mouth (WOM) plays an increasingly important role in shaping consumers' attitudes
and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact …

To increase the validity and reliability of survey data, one must minimize total error and its
components, sampling and nonsampling error. This article examines and empirically …

Although it is clear that many products possess symbolic content, research on symbolic
consumption tends to focus upon the meanings imparted by individual products in isolation. It is …

Before the advent of the Internet, media planning focused on individual media and used
exposure—opportunity to see—as the criterion of effectiveness. Since then, the focus has shifted …

With the penetration rate of the web approaching 70 percent, profiles of general web usage
are less important. Web marketers must begin to focus on the profile of heavy web users and …

Differing economic objectives among members of a channel of distribution often result in
conflict in the system. This article reports on the role of retail and wholesale trade associations …