Table of contents
BABY BOOM SINGLES: THE SOCIAL SEEKERS
Barbara B. Stern, Stephen J. Gould, Benny BarakThis article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles and…
EMERGING POSITIONING STRATEGIES IN GLOBAL MARKETING
Teresa Domzal, Lynette UngerSince the global versus multinational marketing debate began some twenty‐five years ago, pros and cons of each approach have been well recognized. This article provides an…
NEW PRODUCTS — “I CAN FEEL WHEN THEY'RE RIGHT”
Herbert M. BaumWorking on new products creates the adrenaline that keeps marketing people pumped up. They can feel the big winners at the concept stage almost every time. Naturally, there are…
IN‐HOME ELECTRONIC SHOPPING: DISAPPOINTING PAST, UNCERTAIN FUTURE
Richard J. GeorgeThis article provides an in‐depth chronology of the development of in‐home electronics shopping, beginning with optimistic predictions of revolutionary growth and possible…
NEW PRODUCT IDEAS FROM FOCUS GROUPS
Jeffrey DurgeeFocus groups have become popular vehicles for generating new product ideas. Samples of target buyers are brought together at interviewing facilities, and moderators facilitate and…
ELIMINATION AND CHOICE PHASES IN EVOKED SET FORMATION
Naeim H. Abougomaah, John L. Schlacter, William GaidisThe idea of an evoked set is a central unit of analysis in understanding consumer decision making. Previous work in marketing has not examined how consumers make evoked set…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel