Table of contents
On the search for new products
Uwe HentschelPresents a simulation‐oriented product development method using expert ratings and factor analysis to arrive at a reliable description of the market situation. Reveals possible…
The estimation of marketing efficiency
H. WestonExamines the applicability of an optional rule for determining ideal product volumes and mixes under various technical and market conditions. Explains an alternative, similar…
Perspectives on the European marketing strategy of US multinationals
Stephen Young, Neil HoodPresents the results of an empirical study of the activities of US multinationals manufacturing in Scotland. Provides an examination of the aspects of strategies for market entry…
Forecasting new consumer durables by market segmentation
Alf‐Enk LervikasLooks at the different purposes of market segmentation with particular references to its purpose of explaining the diffusion of new customer durables. Uses a simulation model…
The marketing of non‐profit making organisations: a preliminary report
David FordDescribes some of the issues raised and problems encountered in an attempt to apply a market analysis to a non‐profit making organization. Applies a marketing approach in order to…
Industrial diffusion, adoption and communication
G. A. Lancaster, M. WhiteProvides a comprehensive and critical analysis of work done in the field of industrial diffusion, adoption and communication. Suggests that work done in the diffusion of…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall