Journal of Consumer Marketing
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Các bài báo tiêu biểu
Spot the difference: consumer responses towards counterfeits
Tập 18 Số 3 - Trang 219-235
Examines consumers’ motivation for buying counterfeits or pirated goods. The findings indicated that, compared to those who did not buy pirated music CDs, those who bought the counterfeits viewed such purchases as less risky, and trusted stores that sell counterfeits more. They did not see counterfeits as too unfair to singers or the music industry, thought they benefit the society more, and did n......
Using multiple methods to identify theme lines for media marketing campaigns to promote Medicare information sources
Tập 23 Số 6 - Trang 351-356
– The purpose of this study is to use multiple consumer research methods to examine perceptions of theme lines for media campaigns to promote awareness of Medicare information sources., – Participants were senior Medicare beneficiaries, their informal family caregivers, and coming‐of‐agers who will shortly be eligible for Medicare. To permit comparisons among methods, both qualitative focus groups......
A perceptual approach to understanding user-generated media behavior
Tập 30 Số 1 - Trang 4-16
– As the pervasiveness of blogging becomes comingled in personal and corporate lives, companies are harvesting useful information from user-generated media. It appears that user-generated media (e.g. blogs, among others) has become an increasingly important way for companies to connect with customers. Though blogging activity is a fast emerging phenomenon, however, to date only a handful of resear......
Integrating science into web design: consumer‐driven web site optimization
Tập 26 Số 4 - Trang 286-298
– This paper sets out to explore different approaches to optimizing web sites based on consumer preferences, introducing the most advanced form of landing page optimization, multivariate landing page optimization, and its variations. The approach aims to allow for the testing of a large number of web page prototypes with consumers and find real optimal solutions on an aggregated, segmented and ind......
Green consumer behavior: determinants of curtailment and eco‐innovation adoption
Tập 27 Số 4 - Trang 358-370
– Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors explaining these two types of green behaviors., – The results from a survey on adopters and non‐adopters (n=1,832) of alter......
TWO QUESTIONS ALMOST EVERYONE FORGETS TO ASK THEIR ADVERTISING AGENCY
Tập 2 Số 3 - Trang 45-53
Principles cannot improve a creative product. Only increased creativity can improve a creative product. Adherence to certain principles can, however, help increase creativity and insure that the creative people get the information they need in a form they can use. Principles can provide afunctional set of parameters within which the creative process can most productively occur. And by identifying ......
FROM SELLING TO SALES MANAGEMENT: A DEVELOPMENTAL MODEL
Tập 1 Số 3 - Trang 43-52
Despite the importance of developing sales personnel to become sales managers, virtually no attention has been given to this topic in the sales management literature. This paper presents a model that sales executives can use in developing potential sales managers. Valuable sales management skills are identified and methods for providing skill development are offered.
Tạo lợi thế cạnh tranh thông qua việc phân tích các khiếu nại tổng hợp Dịch bởi AI
Tập 11 Số 1 - Trang 15-26
Trong khi nhiều công ty đã phát triển các chương trình để xử lý các khiếu nại cá nhân, thì ít công ty thực hiện các chương trình để phân tích các khiếu nại tổng hợp theo thời gian. Bài báo này nhằm lấp đầy khoảng trống đó và phác thảo một phương pháp để phân tích và quản lý các khiếu nại tổng hợp. Đây là một phần quan trọng của một chương trình quản lý khiếu nại hoàn chỉnh.
#quản lý khiếu nại #phân tích khiếu nại #lợi thế cạnh tranh #chiến lược doanh nghiệp
Misusing marketing in misleading voters
Tập 21 Số 5 - Trang 299-300
For countless centuries leaders have used external threats as a way of unifying their populations. In these currently troubled times, political marketers can be tempted to take the easy option of following (or even stimulating) uninformed emotion among their voters rather than assuming moral and intellectual leadership. This article describes a recent example of this and highlights the potential p......