Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company’s brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to...

This paper investigates Internet banking adoption among Taiwanese bank customers. The paper examines the affect of involvement using TAM (technology acceptance model). From the PII (Personal Involvement Inventory) scales, the results indicate that involvement is significantly influenced by the...

This paper is a study about the perceptions of well-educated Hispanics living in California regarding environmental sustainability. Hispanics in the US are growing three times faster than non-Hispanics and now comprise 16% of the population, or more than 50 million. Just in the last 10 years,...

Course content for business students should be relevant, accessible and affordable. Business and library faculty collaborated to provide undergraduate students enrolled in three sections of Introduction to Marketing with a free online content option. This option included embedded links for all...

The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References

The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences

The following sections are included:IntroductionHistory of market structures using cross-elasticities in economicsHistory of market structures using cross-elasticities in marketingHistory of market structures based on asymmetric competitionHistory of market structures using multi-attribute...