Discusses niche and relationship marketing strategies as responsesto fragmentation of the
mass market. Considers the differentperspectives of these approaches and how the two may …

An important dimension of the ongoing trend toward greater corporate social responsibility is
the emergence of individual and institutional investors who invest in companies that support …

Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its
prominence as a legitimate element of a company's promotional mix. As traditional media …

Previous studies about the use of ambush marketing during major global sports events like
the Olympics concentrated on the battle between ambush marketers versus official …

In the heated debate about marketing globalization, the issue ofbrand standardization has
received much less attention compared withadvertising standardization. When both issues …

This dissertation offers the first comprehensive study of the early life origins of adults' interest
in politics, an intrinsic motivation that has been shown to generate many valuable …

Account acquisition and retention is an ongoing problem facing advertising agencies.
Literature in this area has focused on the criteria used in agency selection, the factors …

SETTING: Vitamin D deficiency is common in African adults with tuberculosis (TB), and may
be exacerbated by the metabolic effects of anti-tuberculosis drugs and antiretroviral therapy …

Background This study aims to explore relationships between baseline demographic
covariates, plasma antibiotic exposure, sputum bacillary load, and clinical outcome data to …

It is widely believed that setting industry‐wide standards of uniformity for technological
products hastens their diffusion. In this article, Barry Rosen, Steven Schnaars and David …