Table of contents
The Meaning of Marketing Productivity Analysis
Michael J. ThomasThe use of productivity measurement in relation to the marketing function is relatively new. The central role of marketing can be expressed as the management of consumer demand…
Buyer Behaviour and the Market for Status Goods
Roger MasonIn recent years business organisations have recognised the great profits potential offered by the demand for status goods and have sought to encourage still higher levels of…
Maximising Marketing Research Effectiveness through Data Analysis
Geoffrey KielThis article aims firstly to show how the introduction of new computer hardware can bring considerably more power and control to data processing for marketing researchers…
Consumer Purchasing of Low‐involvement Goods: Routine or Impulse?
Trevor WatkinsThis article investigates the pre‐planning of consumer purchasing for a low‐involvement product group. Evidence is presented from the field of chocolate confectionery on consumer…
A Buyer's Guide to Qualitative Research
John MayUnderstanding consumers is of vital importance and commissioning market research is one way of developing that understanding. However, the author argues that quantitative data…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss