Purpose – The paper seeks to raise awareness of the issues surrounding marketing of medically implanted devices, a logical extension of issues now debated on direct‐to‐consumer pharmaceutical advertising. Design/methodology/approach – Parallels from the direct‐to‐consumer marketing...

Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company...

Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various methods for marketing to them. Offers reasons for these contradictions, and presents a blueprint...

Argues that to design optimal product, promotion, pricing and distribution strategies, marketers of goods and services used by married couples must understand how spouses allocate shopping responsibilities. Assesses how married couples actually have altered their attitudes about the allocation...

Learning about whether target markets face search, experience, or credence situations when assessing a company′s product or service can help in formulating more effective marketing strategies. Depending on the information situation of the targets, a company may want to vary the information...