Academy of Marketing Studies Journal

A double blind, refereed journal which publishes theoretical and empirical manuscripts in marketing. Its primary objective is to expand the boundaries of the literature by supporting the exchange of ideas and insights which further the understanding of marketing.

Articles from Vol. 5, No. 2, July

A Comparative Study of Two Approaches to Modeling Consumer Preferences
INTRODUCTION Consumer researchers have proposed various approaches to coping with large numbers of product attributes and scenarios in multiattribute choice modeling (e.g., Green & Srinivasan, 1990; Oppewal, Louviere & Timmermans, 1994)....
Advertising, Firm Size and Profitability in the Service Sector
INTRODUCTION Recent contributions to industrial economics and marketing strategy concentrate on external market forces and firm level strategies as alternative explanations for cross-sectional variations in profit rates. While the marketing strategy...
An Evaluation of the Marketing Strategies of Nigerian Insurance Companies
INTRODUCTION To achieve set organizational goals and objectives, companies conceptualize, design, and implement various strategies. These strategies can be corporate, business, or functional. Marketing strategies constitute one of the functional...
A New Seven-Dimensional Approach to Measuring the Retail Image Construct
INTRODUCTION The importance of retail store image has been widely supported in retail literature. This is evidenced by the fact that the store itself can offer a unique atmosphere, or environment, that may influence the consumer's patronage decision...
Expanding the Use of Focus Groups in the Nonprofit Sector
INTRODUCTION The Internal Revenue Code identifies 24 different categories of organizations that can legally be classified as nonprofits and receive tax-exempt status. These include charitable, religious, scientific, and educational institutions,...
Exploring Xers and Boomers on Perceived Value
INTRODUCTION A cursory examination of the literature on the differences between the Baby Boomers (born 1946-1964) and Generation-X (born 1965-1978) might lead one to believe that they come from different planets, rather than to believe that they...
Family Durable Goods Decision Making Behavior: Implications for Marketing Strategy
INTRODUCTION Although joint decisions are more dynamic and complex than individual decisions, the role of each spouse in decision making should not be ignored. Many changes have occurred within the last four decades that have had a profound effect...
Matching Sales Management Behavior with Organizational Strategy
BACKGROUND Selling and the management of the selling activity are vital ingredients to most organizations. Significant budgets are regularly deployed in the recruitment, selection, training, and retention of effective sales people. Sales activities...
Overmarketing
INTRODUCTION The role and importance of marketing in facilitating exchange has long been a troubling issue among marketing practitioners and academicians alike. Questions like "what is the 'correct' level of marketing" and "does marketing do more...
Perceived Risk and Moral Philosophy: Situational Influences in Marketing Ethical Decision-Making
INTRODUCTION A significant body of theoretical and empirical research has emerged in recent years examining ethical decision-making in marketing. While the studies have frequently concerned themselves with marketers' values (Singhapakdi & Vitell,...
Value Based Marketing: A New Perspective
NEW ECONOMY: NEW EXPECTATIONS The International Herald Tribune recently (20 December 2000) asked a number of CEOs of "new economy" companies for their visions of the future. Geoffrey Baehr, chief network officer for Sun Microsystems offered: ...