Marketers have been challenged by proponents of individual (one-to-one) marketing to shift from focusing on market segments to making individually customized offers. Building on current knowledge regarding the construction of customers’ preferences, the author examines the basic assumptions underlying individual marketing and presents a process model of customers’ responses to customized offers...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

Excerpt] Almost any marketing textbook will tell you that the key to successful marketing can be summed up by the STP strategy—that is, segmentation, targeting, and positioning. This approach suggests that the mass market consists of some number of relatively homogeneous groups, each with distinct needs and desires. STP marketers attempt to identify those market segments, direct marketing activ...

Drawing upon symbolic self-completion theory and immigrant entrepreneurship theories, we develop a four factor scale to measure the motivational factors of Chinese immigrants in conducting network marketing business. An exploratory factor analysis was conducted to determine the underlying factorial structure of the multidimensional scale. Data were collected from 227 Chinese immigrant network m...

In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limi...

Manufacturers are seeking new ways to exercise control over how consumers experience their brands and the division of responsibility for manufacturing and marketing activities is getting rede ̄ned in the process. A signi ̄cant number of manufacturers now sell their products through company-owned stores as well as through independent retailers. More interestingly, many do so in direct competition ...

than twenty-five years, he has conducted research, taught about, written cases, and been involved in managing and advising nonprofit organisations. His research interests include marketing models, arts and entertainment, and marketing strategy. He is co-author of Public and Nonprofit Marketing.

The purpose of this article is to investigate the divergent approaches of Iranian couples towards purchasing activities. A questionnaire comprising 55 items was distributed among 400 couples in shopping centers in order to examine their decision-making styles. Analyses conducted included scale reliabilities and validities, as well as EFA and CFA were utilized. Seven decision making styles among...