The investigations reported in this article examined some of the individual and situational determinants of the level of cognitive product differentiation in consumer products judgements, Subjects consisted of four large samples of male and female consumers in two large metropolitan areas in the...

No abstract available.

Direct-to-consumer (DTC) advertising of prescription drugs can enhance the physician–patient relationship, as well as benefiting its sponsor. However, overall benefits can only occur if the patients value the information enough to discuss it with their physicians and the physicians are not...

It is our hope that some of the empirical generalizations presented in this volume would be of practical value to management. Some of the generalizations help codify our knowledge—they are discussed in several papers—some can serve as useful guidelines in the generation of strategic...

In recent years, artificial intelligence research has provided new tools and techniques for marketing model builders. These tools, when combined with problem-solving knowledge from a specific domain, can be used to create expert systems. This methodology is most applicable in semistructured...

This paper presents a new friction model for describing the price changes of a product or brand over time and for forecasting both the timing and magnitude of such changes from one period to the next. After a review of the related pricing literature, we present our model and a modified...

The digital revolution has shaken marketing to its core with consumers being offered greater price transparency and often even the chance to dictate the price. What does pricing mean in a world in which customers propose their own prices (as at priceline.com) or buyers and sellers haggle...

The emergence of the field of organizational buying behavior in the mid-1960's with the publication of <italic>Industrial Buying and Creative Marketing</italic> (1967) set the stage for a new paradigm of thinking about how business was conducted in markets other than those serving ultimate consumers. Whether it...