Postulates that the consumer is king in the marketplace. Opines that this doctrine is closely related to laissez‐faire with regard to products failing or succeeding, though market inequalities make it difficult to succeed in this. Advocates that the factors which handicap consumers in relation...

Presents a case study of the marketing strategy of Birds Eye Wall’s and its focus on functional and service‐related aspects of its trading relationships. Stresses the importance of the efficient consumer response process towards achieving both customer satisfaction and business efficiency...

Purpose – This paper is aimed at describing how companies can find new opportunities for customer retention and lifetime value by applying the concepts of dialogue marketing, network‐building and relevant rewards. Design/methodology/approach – The paper cites the work of Chris Anderson,...

Purpose – The purpose of this paper is to identify, using a case study, whether consumers in a metropolitan area can be meaningfully segmented geographically such that it can understand the way they perceive and interact with the downtown district and to delineate the implications of the...

Discusses consumers' attitudes and buying behaviour and how they have played a major part in the classification of goods, which has been devised to influence marketing strategy. Proposes that consumers have changed the importance that they have attached to different product attributes and, as a...

The age‐old question of “what's in a name?” is analysed from a marketing standpoint. The author studies the manifold effects of different names upon us, in a general context, and isolates two opposing principle's for evaluating brand nomenclature: the Juliet principle, in which a name is...

Endeavours to show that a variety of motivations govern consumer actions and concentrates on the grocery trade for its information – nevertheless its findings and reasoning have some pertinence for all retail business. States the study is based on a particular study carried out in the...

In consumer goods distribution, cooperative strategies are increasingly being used with respect to logistics and marketing within the context of efficient consumer response (ECR) between manufacturers and retailing organisations. In practice, with the aid of an explorative factor analysis four...

Purpose – This case aims to demonstrate how leading firms are learning how to sustain competitive advantage by co‐creating experiences of value with customers. Design/methodology/approach – The shoe company Nike provides a glimpse of the next “best practices” of value co‐creation...

Direct selling as a type of non‐store retailing continues to increase internationally and in Australia in its use and popularity. One on‐store retailing method, multilevel marketing or network marketing, has recently incurred a degree of consumer suspicion and negative perceptions. A study...