From e-channel to channel mix and channel integration

Article Abstract:

Suggestions for tapping out the unlimited potentialities of e-channel, including channel mix and channel integration are presented. The fact that the e-channel and the physical channel can act as a complementary pair is stressed.

Advertising Management-Electronic Media, Evaluation, Electronic marketing

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An investigation into the mediating influence of consumer expertise on the antecedents and consequences of affect within professional service markets

Article Abstract:

The impact of consumer expertise on the management of customer relationships by providers of professional services is described.

Marketing procedures, Analysis, Professional corporations, Customer relations, Information-seeking behavior, Information-seeking behaviour

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Tickled pink: the personal meaning of cause related marketing for customers

Article Abstract:

Corporate cause-related marketing is evaluated for its effect on customer perceptions.

Public affairs, Social aspects, Case studies, Beliefs, opinions and attitudes, Corporate social responsibility, Consumers, Attitudes, Corporate sponsorship

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