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The Genesis of Robitussin’s “Ask Your Doctor” campaign – The prevalent theme of pharmaceutical advertising for four decades

Sidney Kessler, Joanna Hernik, Dana-Nicoleta Lascu
Innovative Marketing Volume 9 2013, Issue #2

Guerrilla marketing – structuring the manifestations and critical evaluation

Gerd Nufer
Innovative Marketing Volume 9 2013, Issue #2

The price is right: have costs and value come full-circle?

William R. Smith, Jr.
Innovative Marketing Volume 9 2013, Issue #2

The impact of shocking advertising on consumer buying behavior: empirical study of Lithuanian consumers

Regina Virvilaite, Migle Matulevičiene
Innovative Marketing Volume 9 2013, Issue #2

New thoughts on internal service quality: does the chief purchasing officer’s commitment to front-line employees’ satisfaction affect the quality perceptions of consumers?

Brian L. Bourdeau, Astrid L. Keel
Innovative Marketing Volume 9 2013, Issue #2

Profit and non-profit brand alliances: the pertinence of fair co-branding

Sylvain Sénéchal, Laurent Georges, Jean Louis Pernin
Innovative Marketing Volume 9 2013, Issue #2

Three-tiered sponsorship: a study of decision heuristics across multiple levels of sport sponsorship

William J. Rowe, Mark E. Moore, James E. Zemanek, Jr
Innovative Marketing Volume 9 2013, Issue #2

Uncovering the effect of selected moderators on the disconfirmation-satisfaction relationship: a meta-analytic approach

Debi P. Mishra, Junhong Min
Innovative Marketing Volume 9 2013, Issue #2

A comparison of perceived product quality between Bulgarian and Chinese respondents

Ruth Lumb, Vinod Lall
Innovative Marketing Volume 9 2013, Issue #1
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