Journal of Consumer Marketing articles from March 1996

Journal of Consumer Marketing archives from March 1996

Giving to charity: questioning the donor decision process.
March 22, 1996... Introduction There has been much debate on the relevance of the marketing concept to nonprofit organizations since the late 1960s. The origins of this debate can be traced to the Kotler and Levy (1969) classic article, "Broadening the...

Ethnic response to couponing: a motivational perspective.
March 22, 1996... Introduction Over the past decade research on the consumption-related behavior of ethnic consumers has gained much attention in the marketing literature. In particular, studies examining coupon redemption among ethnic consumers have...

Retail credit usage and relationship marketing.
March 22, 1996... Introduction In the last few years, the term "database marketing" has become the descriptor of a movement away from undifferentiated marketing toward greater customization of product and service offerings to the customer. Many scholars and...

The Internet for the rest of us: marketing on the World Wide Web.
March 22, 1996... What is the Internet? The Internet has received a great deal of attention in the media and many companies have set up an Internet presence. Companies are quickly moving to use the Internet as a way of segmenting markets and doing something...

In-store trade promotions - profit or loss?
March 22, 1996... Mounting pressure from retailers, rising media inflation and corporate cost directives is forcing manufacturers to reevaluate the effectiveness of their promotional expenditures. This reevaluation comes at a time when spending on trade...

Computer currency.
March 22, 1996... Many of our readers have used personal computers from their infancy in the late 1970s. From the perspective of 1996, that translates into almost 20 years of computing. As we users mature along with the personal computer industry, the importance...

Managing with a Conscience: How to Improve Performance Through Integrity, Trust, and Commitment.
March 22, 1996... What is required to be a good manager in the 1990s? Integrity, trust, a conscience and a little common sense are answers suggested in this book. Frank Sonnenberg, president of RMI Marketing and Advertising, Inc., captures the essence of...

Market Segmentation: Using Demographics, Psychographics and Other Niche Marketing Techniques to Predict Customer Behavior.
March 22, 1996... Discovering what customers need and finding ways to meet these needs is the fundamental aspect of marketing. Marketers are able to meet customer demands effectively by applying the concept of market segmentation. Briefly, market segmentation is...

The Official Guide to the Generations.
March 22, 1996... This is a book of tables which are extremely useful for academic and industry researchers, business planners and classroom instructors. Brief explanations of each the tables are provided, and much of the detailed interpretation is left to the...