1. The role of expectations in the determination of consumer satisfaction

   • Ved Prakash
   • John W. Lounsbury

   OriginalPaper Pages: 1 - 17

2. Improving marketing channel control through power and exchange

   • Mary Ann Lederhaus

   OriginalPaper Pages: 18 - 34

3. Consumer response to physicians’ advertisements

   • Ronald B. Marks

   OriginalPaper Pages: 35 - 52

4. The relationship of psychological and situational variables to usage of a second-order marketing system

   • Lynn O’Reilly
   • Margaret Rucker
   • Susan Hand

   OriginalPaper Pages: 53 - 76

5. Investigation of giving behavior to united way using log-linear modeling and discriminant analysis: An empirical study

   • Arthur J. Adams
   • Subhash C. Lonial

   OriginalPaper Pages: 77 - 88

6. Star studded advertising: Is it worth the effort?

   • Robert A. Swerdlow

   OriginalPaper Pages: 89 - 102

7. Using the calendar to improve sales forecasts

   • Arthur J. Adams

   OriginalPaper Pages: 103 - 112

8. Bottom line research for advertising media decisions

   • William H. Motes
   • Arch G. Woodside

   OriginalPaper Pages: 113 - 122

9. Those who can, Do—Those who can’t...: Marketing professors and the Robinson-Patman act

   • James C. Johnson
   • Kenneth C. Schneider

   OriginalPaper Pages: 123 - 134