Issues

WHO IS YOUR SATISFIED CUSTOMER?

Nessim Hanna; John S. Wagle
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STRATEGIES FOR SUCCESS FROM THE POLITICAL MARKETERS

Phillip B. Niffenegger
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GENERATING MARKETING IDEAS WHEN FORMAL RESEARCH IS NOT AVAILABLE

Eugene Del Vecchio
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REPRESENTATION OF THE ELDERLY IN ADVERTISING: CRISIS OR INCONSEQUENCE?

Alan J. Greco
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HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS

D. Randall Brandt
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PROBLEM RECOGNITION: THE CRUCIAL FIRST STAGE OF THE CONSUMER DECISION PROCESS

Gordon C. Bruner, II; Richard J. Pomazal
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EXPANDING MARKETING OPPORTUNITIES WITH PRE‐NEED SERVICES

Myroslaw J. Kyj; C. Jayachandran; John L. Haverty
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STRATEGIES FOR ENHANCING SERVICES QUALITY

Thomas C. Keiser
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PERCEIVED SOCIAL CLASS APPEALS OF BRANDED GOODS AND SERVICES

Kjell Grønhaug; Paul S. Trapp
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