European Journal of Marketing: Volume 16 Issue 5

Subject:

Table of contents

A Strategic Tool for Low Involvement Products: Leverage Analysis

Kenneth A. Le Claire

Examines the generally acknowledged field of considerable importance to marketers, e.g. problems of analysing brand image data and the best areas for development of product…

Financial Ratios and The Analysis of Marketing Policy

Yoram C. Peles, Meir I. Schneller

Discusses the analysis that financial ratios have won lots of attention in the accounting and financial literature. Demonstrates how financial ratios can be used in order to…

1599

Understanding Barriers to Product Innovation at the R & D/Marketing Interface

A.F. Millman

States that contact between research and development (R & D) and marketing varies quite considerably within different companies and industries. Discusses the situation between…

Value‐in‐use Pricing

Martin Christopher

Maintains that, in multi‐product companies, frequently it is the case that decisions taken on the price of one product will have implications for other products in the range…

Cover of European Journal of Marketing

ISSN:

0309-0566

Online date, start – end:

1967

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editor:

  • Prof. Greg Marshall