Table of contents
Pioneer advantage: is it real? Does it matter?
Dennis J. CahillRebuts the “mythology” that enduring market leaders tend to have been early entrants into their market categories. Demonstrates that, on the one hand, pioneer advantage is…
The effects of customer satisfaction measurement: the internal market versus the external market
Nigel F. PiercyObserves that while customer satisfaction measurement is currently one of the commonest prescriptions in both the marketing and management literatures, little attention has been…
The BASIC marketing planning process: a practical framework for the smaller business
Roger BrooksbankNotes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of competitive…
Knowledge‐based modelling for strategic decisions
Bruce CurryOffers a response to recent criticisms of the use of expert systems in marketing. While noting the criticisms, argues that there is still some potential value in the approach…
Using computer programs to code qualitative data
Miriam CatterallNotes that, over the past decade, a number of computer programs have been designed to assist researchers in the analysis of qualitative data. Acknowledges that all programs will…
Allocating the promotional budget: revisiting the advertising and promotion‐to‐sales ratio
David StewartExamines in detail a recent model devised to explain the ratio of promotional expenditure to sales, based on only three variables: market growth, market share, and their…
The effects of dogmatism and social class variables on consumer ethnocentrism in Malta
Albert CaruanaExplores the effects of dogmatism and social class variables on consumer ethnocentrism and formulates hypotheses linking these variables. Also considers the effects of a number of…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss