This paper argues that, by focusing on the use of the Internet for one‐to‐one communications, marketers are in danger of ignoring the many‐to‐many communications that are taking place as consumers interact with one another. The authors explore the increasing proliferation of Internet...

Explores the “glasshouse effect” that women marketing managers may experience as they carry out their marketing roles. Addresses, specifically, the invisible organizational environments which constrict and stifle values which are traditionally perceived as “feminine” in the workplace....

From the early 1990s a number of papers advocating feminist analyses of marketing phenomena appeared in the marketing literature. Scholars working from feminist perspectives in other disciplines have examined marketing phenomena for some time. Provides a guide to this literature, highlighting...

Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing thought posed by these critiques are rarely examined in the marketing classroom. Drawing largely from debates in the management literature, discusses the problems and...

The importance of customer service to the small firm together with how small firms can maximize their inherent strengths in this respect are considered. Current customer service theories, which have developed with larger organizations in mind, are examined to assess how they may be adapted to...

Purpose – The purpose of this paper is to address the meaning of food consumption practices in maintaining intergenerational relationships between young university students and their parents. Design/methodology/approach – Student food consumption has been mainly studied through quantitative...

Purpose – The purpose of the paper is to understand the meanings young people give to their food consumption practices in the mealtime interdependencies at home or at school. Design/methodology/approach – The paper uses an interpretive research strategy and adopts a multi‐method approach...

Over the past two decades consumerresearchers have begun to more fully explorethe role of cultural values, beliefs andtraditions in buying and consumptionbehaviour. Drawing on sociological andanthropological perspectives, this has markeda shift in focus away from individualconsumers' attitudes...