// EDITORIAL

Marketing Trends: What Research Agenda?

Françoise Conchon, Jean-Claude Andreani, Umberto Collesei, Chris Halliburton, Abraham Koshy, Paulo de Lencastre, Taihong Lu, Jean-Louis Moulins, José Mugica, Donald Sexton, Tiziano Vescovi and Klaus-Peter Wiedmann

// CONSUMER BEHAVIOR

L'influence des barrières au changement sur l'engagement du client: une application aux services de la téléphonie mobile / The effect of switching barriers on customer commitment: an application to mobile phone services

Klara Kövesi and Philippe Robert-Demontrond

// E-SERVICE

La multidimensionalidad de la calidad de servicio electronico y su impacto sobre el valor percibido y la lealtad / Measuring multidimensional e-service quality and its impact on customer perceived value and loyalty

Maria Fuentes Blasco, Irene Gil Saura, Gloria Berenguer Contri and Beatriz Moliner Velazquez

// POSITIONING

Le Nuove Ptenzialita del Doppio Posizionamento Strategico / The new potential of strategic dual postioning

Paola Signori, Barbara Gaudenzi and Ivan Russo

// LUXURY

China as a market: luxury brand consumer behavior

Ivana Casaburi

// EXPERIENTIAL

Il marketing delle Esperienze fra specificità e tendenze evolutive. Il caso Wish Days / Experience marketing: specific features and trends. The Wish Days case study

Fulvio Fortezza and Tonino Pencarelli

// ADVERTISING

Impact of Model Imagery and Product Information on Brand Attitude and Purchase Intention across Age Groups

Ruppal Walia Sharma and Pinaki Dasgupta