Consumer marketing techniques apply to public sector marketing. Cities can employ innovative targeted marketing capabilities to send a message to maximize an area′s greatest potential. Examines the how and what in a broad way, to provide stimulating ideas for city marketers and exposure to a...

As the population of North America and Europe continues to mature, marketers have started to recognise the consumer opportunity this represents. Given the current and potential importance of this affluent and discriminating group of consumers, one would expect advertisers to make substantial use...

Examines the marketing task facing managed shopping centres in the UK. The industry has generally been reluctant to fully embrace the marketing concept and this needs to change as competition increases. Defines the marketing task and identifies considerable challenges in the UK context. The...

Social scientists, public policy makers, consumer researchers, and marketers have traditionally focused on age‐related differences to understand the behavior of older adults. This research focuses on the processes through which adults learn behavioral patterns and norms that characterize...

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...

Focuses on a business philosophy, usually labelled efficient consumer response (ECR), applied in the retail industry. Its application in a firm’s current business activities may lead to the achievement of substantial business potentials but there can be problems in its implementation. Explores...

Purpose – This paper aims to investigate the increased mass‐marketing in the fair trade industry to provide a robust analysis of the industry, participants and growth for use both as a starting‐point for researchers in this field and as a case study for readers with an interest in any...

Purpose – This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving consumer goods (FMCG) sector. Design/methodology/approach – Ten focus groups were conducted with...