Palmer: Introduction to Marketing 
Suggested reading
Answers to case study review questionsPalmer: Introduction to Marketing
Chapter 03
There are now many web sites which help take buyers through the complex range of choices open to them. Look at a few of these and consider how well you think they perform their job in minimising consumers' perceived sense of risk when making a new purchase:
http://www.priceguideuk.com/index.asp
There are numerous chat rooms and web sites devoted to customer complaints and comments. Try some of the following and explore the power of word of mouse recommendation:
To see the effects that negative campaigning groups can have on a company, visit the following:
McSpotlight: http://www.mcspotlight.org
Boycott Shell: http://www.essentialaction.org/shell/index.html
Stop Esso: http://www.stopesso.com
Virtual Society Research Programme: http://www.virtualsociety.org.uk
An ESRC funded programme at Oxford University into the impacts of virtual electronic relationships, including studies of online buying behaviour
ESRC Archive: http://www.qualidata.essex.ac.uk/
A data archive of social sciences and humanities, providing links to many social sciences resources relevant to the study of buyer behaviour
Social Science: http://www.sosig.ac.uk
A listing of social sciences resources, listed by subject headings
Association for the Advancement of Relationship Marketing: http://www.aarm.org
AARM is a not-for-profit organisation that has become one of the largest associations focused on the development, understanding and communication of the principles and disciplines of CRM. Its site provides a forum for the advancement and understanding of the disciplines of relationship marketing and contains many useful links.
Print this page