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. 2, No. 1, January

A Case of Mistaken Identity: Applying Qualitative Research Methods to Assess a Utility Company's Proposed Change in Corporate Identity
INTRODUCTION Evolving deregulation in the U.S. electric utility industry is resulting in well-established regional monopolies being suddenly faced with fierce competition at a national level. Industry experts are predicting "an all-out brawl for...
AD Attitude and Negative Political Advertising: Toward a Theoretical Understanding
INTRODUCTION Negative political advertising has recently received a substantial amount of attention by both academics and practitioners. Polls show that the public dislikes it, and advertising research indicates that negative ads turn people away...
An Examination of Stockpiling Behavior in Response to Price Deals
INTRODUCTION There is evidence that price deals can cause dramatic short-term increases in the sales of consumer nondurables (e.g., Guadagni and Little, 1983; Blattberg et al., 1981). One potential cause of the spike in sales during promotional...
Enhancing the Delivery of Quality Education: A Services Marketing Perspective
INTRODUCTION Customers of service organizations frequently provide resources (time, task completion) that directly contribute to the delivery of the service suggesting that customers can also be viewed as "partial employees" of the service organization...
The Market Orientation Performance Relationship in Minority and Woman-Owned Small Firms
INTRODUCTION Since the early 1950's, the most prominent marketing philosophy thought to contribute to business success has been labeled the marketing concept, which, in essence, is taking care of customers. While the idea of paying attention to...
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