European Journal of Marketing: Volume 10 Issue 3

Setting objectives for advertising

David Corkindale

Investigates the use of advertising in marketing and its effectiveness. Suggests the establishment of objectives by setting a market share goal, determining the percentage of the…

Product availability and the management of demand

Philip B. Schary, Boris W. Becker

Points to a new emphasis on distribution as a result of material shortages or failures of supply. Proposes that this new awareness requires understanding of the nature of…

Customer service in industrial marketing: a Comparative Study

Peter M. Banting

Reports on the results of a study carried out in Canada and compares this with an earlier UK study (the Cunningham Roberts report). Investigates how Canadian pump and valve…

The marketing concept: quo vadis?

Ray O'Leary, Ian Iredale

Suggests that marketing should not remain stagnant, basing its interest in business/customer relationships alone. Speculates about the future of the marketing concept and…

Men's leisurewear: a male dominated market

Susan P. Douglas

Looks into the concept of changing sex role perceptions with regard to manufacturing and retailing. Investigates the potential of opposite sex markets and suggests that the…

A decision analysis approach for unique situation competitive bidding

Derek Bunn, Howard Thomas

Looks at the competitive bidding situation in a single occasion context. Provides a “thinking algorithm” model based on decision analysis which requires the decision maker to make…