Table of contents
Opinion Polls: Right or Wrong? A Lesson in Social Research
Vincent‐Wayne MitchellPoints out that there were 50 nationally published political pollsduring the British 1992 election campaign period – 39 of which,converted into seats, would have given a hung…
Putting the Marketing into R&D
Terry McNulty, Richard WhittingtonExamines how R&D can learn to market itself. Draws on fourintensive case studies of in‐house and independent laboratories to arguethat developing this capability requires…
Brand Price Recall: The Implications for Pricing Research
Leslie de Chernatony, Simon KnoxEffective pricing research techniques need to reflect fullyconsumer behaviour. A historical review indicates the limitedcapabilities of consumers to recall grocery prices…
Branding and the Rise of the Generic Drug
Tom BlackettAttempts to describe some of the forces which, from a marketingperspective, drive and shape the pharmaceutical industry. The industryis of massive importance to the UK economy and…
Validating Expert Systems in International Marketing
Aysegül Özsomer, Cüneyt Evirgen, Michel Mitri, S. Tamer CavusgilSuggests that the field of international marketing is a newapplication area of expert systems in recent years. Presents a formal,systematic and rigorous methodology for validating…
Japanese Marketing: A Review
C. David Shepherd, Marilyn M. Helms, Rodney C. TillotsonAs we move towards a global economy, success will be determined byhow well countries are able to compete in international markets. Japanhas realized the importance of implementing…
The Handshake as Non‐verbal Communication in Business
David A. WessonThe first thing you do when you meet someone in a business contextis to tell that person who you think you are, who you think they are,and what you think the nature of your…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss