European Journal of Marketing: Volume 14 Issue 4

Stimulating Energy Conservation: Applying the Business Heritage of Marketing

Bronis J. Verhage

Says that the use of energy has always been a key to the supply of food, to physical comfort and to quality of life in general. Posits that the plethora of energy use and low cost…

A Framework for the Use of Power

Jack J. Kasulis, Robert E. Spekman

Focuses on ways in which channel co‐operation and co‐ordination can be improved and unnecessary dysfunctional conflict reduced. Maintains that the purpose herein is to provide a…

Evaluation of the Marketing Mix — Its Application to Strategic Marketing

David M. Reid

Sets out to establish a method of evolving a marketing mix, which relates intelligently to the marketing objectives set during the development of the marketing plan. Attempts to…

Marketing Students and Their Managerial Talents

D.B. Taylor, B.R. Dixon

Reports on an investigation into the managerial talents of management students who will form the core of the managers of tomorrow. Focuses on talents exhibited by those students…

Spanish Distribution Channels: Their Current State and Consequent Implication in Marketing Mix Strategies

J.M. Ferré‐Trenzano

Describes Spanish distribution channels structure using figures and explanations and influences on the establishment of manufacturers' sales strategies will be studied. Attempts…

Cultural Market Segmentation in a Bilingual and Bicultural Setting

Robert D. Tamilia

Wonders how, in cross‐cultural research, not only is the researcher concerned with the typical problems of intra‐cultural research, but there is also the additional burden of…