Table of contents
The Visual Components of Print Advertising: A Five‐country Cross‐cultural Analysis
Bob D. Cutler, Rajshekhar G. Javalgi, M. Krishna ErramilliToday, one of the most important and creative challenges ininternational advertising is communicating to people of diverse culturesand nations. The challenge arises because of…
5002
On Improving the Effectiveness of Test Marketing Decisions
Madhav N. Segal, J.S. JoharWhile simulation and controlled pretest‐marketing approaches areincreasingly used, the traditional test marketing is still the mostwidely used approach for product and marketing…
1249
The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical
Douglas Brownlie, Michael SarenA day rarely passes without there being discussion of the majorchanges which organizations in both the public and private sectors, areundergoing to become more effective. The case…
8780
Organizational Buying Outcomes and Their Effects on Subsequent Decisions
Donald W. BarclayIn organizational buying, the outcomes of one purchase decision,and activities in the post‐decision period, affect how the next relateddecision is approached. Here a taxonomy is…
762
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall