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. 15, No. S2, October

Exploring Personal Selling as a Career Option: A Case Study of the Perceptions of African-American Students
INTRODUCTION Companies need to build a talented sales force to successfully compete in the marketplace. University graduates provide a rich source for recruiting for entry level sales positions (Terpstra and Sarathy, 1997). Many university graduates...
Human Roles and Communication Strategies of Corporate Identity Performance: Enhancing Global Image, Leadership, and Legacy of a High-Tech Leader
INTRODUCTION Corporate identity is an important component of corporate-level marketing, which is itself an under-investigated concept within marketing (Mukherjee and He, 2008). New requirements of business growth and product development have created...
Making Universities Relevant: Market Orientation as a Dynamic Capability within Institutions of Higher Learning
INTRODUCTION Today's universities are facing significant budget constraints due to economic downturns as well as political and funding trends. Private universities experience reduced donations and returns on investment, while public universities...
Marketing a University-Affiliated Applied Research Center: An Application Involving Hull-Spence Behavioral Theory
INTRODUCTION In this age of strategic networks (Gulati et al. 2000), it has become common for universities to work with businesses on issues such as new product development, technology, and marketing (Fischer, 2009; Blumenstyk, 2010). The current...
Skin Tone as the Signifier of Race: The Effect of Consumer Ethnic Identity on Targeted Marketing
INTRODUCTION In spite of the fact that images and portrayals of African Americans have been extensively studied in advertising research, the common variable in those studies has been race without accounting for variance that may result from skin...
The Effects of Source Choice on Word-of-Mouth Communication Influence
INTRODUCTION Decades of consumer research has shown Word-of-Mouth Communication (WOMC) to be a powerful influence on consumers' brand attitudes, judgments, and purchase intentions. It is generally more influential than advertising due to its higher...
The Periodization of Marketing: Myth or Reality? Evidence from the Scott Paper Company
INTRODUCTION The epochs or eras of history are signified in time by production (1869-1930s), sales (1930s-1950) and the marketing concept post 1950s. The production, sales and marketing three-era phases that conforms to historical periodization...
Using RFM Data to Optimize Direct Marketing Campaigns: A Linear Programming Approach
INTRODUCTION An organization's long-term viability requires a focus on the profitability of each customer within that organization (Forbes, 2007). Customer lifetime value (CLV), the net present value of cash flows expected during a customer's tenure...