Rapidly increasing household Internet penetration underscores the potential for using corporate web sites to communicate with new and existing customers. Via their web sites, retailers may engage in a range of marketing communications, such as advertising, sales promotion, and public relations. Our content analysis of web sites for 152 Fortune 500 goods retailers and service providers showed th...

The science of marketing focuses on exchange relationships (Hunt 1991) is based on explanatory concepts inherited from economics more than a century ago. Classical and neoclassical economics look at relationships among supply, demand, and value of tangible goods, especially manufactured goods. This limited focus, in turn, is rooted in the philosophical and scientific thought that preceded the d...

Journal of Marketing Research Vol. XXXVII (November 2000), 480–489 *Sajeev Varki is an assistant professor, University of Rhode Island (email: [email protected]). Bruce Cooil is an associate professor, Owen Graduate School of Management, Vanderbilt University (e-mail: [email protected]). Roland T. Rust is David Bruce Smith Chair in Marketing, Robert H. Smith School of Business...

One-to-one marketing, also known as relationship marketing, promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Every interaction and modification improves your ability to fit your product to the particular customer. Eventually, even if a compet...

This paper argues that despite the wide adoption of Internet technologies in destination marketing, information is still disseminated through printed brochures that have largely remained unchanged and unaffected by the trend towards greater personalisation of service. We argue that innovations in IT such as digital printing, allow for the replacement of the inflexible brochures of the past with...