Table of contents
International Marketing in UK Higher Education: Some Issues in Relation to Marketing Educational Programmes to Overseas Students
Margaret KinnellThe development of international marketing principles and practicesin UK universities is considered with specific reference to a study oftwo institutions. First there is an…
Advertising Executives′ Perceptions of Satellite TV′s Potential Impact on the European Market
Donald G. Howard, John K. RyansBoth British and European advertising executives foresee satellitetelevision (STV) having an increasingly dramatic impact on the Europeanmarketing scene during the 1990s (and…
Purchasing Behaviour in Local Government in the United Kingdom
Simon Knox, Tim DenisonAn empirical study based on the buying behaviour of localauthorities in the UK. A taxonomy of local authority is outlined andbuying centres identified. The stages in the buying…
Organisational Dimensions of Global Marketing
Hans Raffée, Ralf T. KreutzerA comprehensive concept of global marketing is developed and globalmarketing philosophy is outlined. Global marketing is far more thanstandardising communication activities. On…
The Future US Business Environment with Strategic Marketing Implications for European Exporters
Syed H. Akhter, Gene R. LaczniakThe views of Fortune 500 vice‐presidents of marketing andplanning concerning future competitive environments, technologicaldevelopments, political developments and marketing mix…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall