Management Decision: Volume 18 Issue 5

The Degeneration of Marketing Education

John Saunders

Introduction There are signs that the relevance and purpose of marketing education is being lost. Marketing has never been justified as a purely academic discipline so any drift…

The Logic of Price Decision‐Making

Gordon R. Foxall

Introduction Contemporary marketing thought stresses that pricing decisions ought to be made within the context of the firm's entire marketing mix. Price is but one facet of a…

Social Responsibility and the Industrial Marketer

K.J. Blois

Introduction There is a growing discussion of industry's social responsibilities. The causes of this are numerous, but in particular it results from discussions and reports in the…

The Future of Marketing: Views from Two Ivory Towers

Peter Doyle, John Saunders

Introduction All people of responsibility in marketing need to plan for the future. The marketing manager has to ensure that his company has the resources and products that will…

The Performance of the Firm's Marketing Activities by Consumers

James U. McNeal

When business writings note that marketing costs are a certain percentage of total business costs, that figure is underestimated because it does not include the costs of those…

Advertising Budgeting — How Industrial Goods Companies Decide

D. Jobber

A number of studies have attempted to determine the methods used in setting advertising budgets of industrial goods firms. In 1965, a survey the British engineering industry…