The United State Food and Drug Administration gives approval for prescription drugs that are shown to be safe and effective to treat specific conditions. But once the drug is available, physicians can prescribe it for other “off label” uses, the positive therapeutic side effects that are...

Suggests that the conventional wisdom about “high‐tech” products contains three fallacies and one shortcoming that may lead producers and marketers of these kinds of products to commit marketing resources inappropriately. Offers remedies.

Draws from various theoretical bases and empirical research to offer managerial recommendations concerning the communication of sale price information in advertisements. Addresses the manner in which the manipulation of price cues, semantic cues and product cues in an advertisement can...

Reports the experiment conducted by a direct mail company to determine whether a free gift offer would generate incremental sales. Finds that packet mailed with a coupon generated more sales than the control packet (no coupon), and finds that the third packet, in which the coupon offer was...

Argues that “Green Marketing” is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Sets forth the need and...

Applies four market segmentation criteria to the homosexual population. Determines that the homosexual community does not yet sufficiently satisfy these expectations in many product markets and that it is unlikely that any marketing changes will occur in the near future. Yet suggests that...