European Journal of Marketing: Volume 18 Issue 6/7

Subject:

Table of contents

Control of New Product Development in UK Companies

Richard A. Moore

Provides a preliminary exploration of the control of new product development in the UK by means of a survey of 30 companies. Identifies interactions between business evaluation…

The Practice of Product Testing in the New Product Development Process: The Role of Model‐Based Approaches

Trevor Watkins

Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in…

Approaching the New Product Organisation Problem: Favour Flexibility and Variety of Attack

Ronald McTavish

Provides case studies from the industrial market of practical problems faced by companies in organizing new product activity. Places emphasis on the complexity and uniqueness of…

The “Wheel of Retailing” and Retail Product Management

Ronald Savitt

Extends the “wheel of retailing” hypothesis by developing hypotheses dealing with product behaviour. Evaluates these hypotheses with historical data which have begun to change…

1970

The Organisation of High‐Technology Product Innovation

F.A. Johne

Examines best current product innovation practice. Describes the organizational arrangements currently used by firms which are regular product innovators in order to guide those…

A Product Life Cycle Theory for International Trade: An Empirical Investigation

Geoffrey Lancaster, Inger Wesenlund

States that product life cycle theory has been applied to many industries and has proved successful in identifying future product and service strategies. Looks at how this theory…

2889

An Understanding of Marketing Strategy

Gordon E. Greenley

Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature…

4787

Merchandising

Francis Buttle

Gives a definition of merchandising explaining how and why it works effectively. Discusses its power and cost‐effectiveness as a means of ensuring a final pre‐purchase exposure of…

4125
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