Table of contents
Market Analysis via Judgemental Modelling: An Application in the UK Chemical Industry
Pete Naudé, Geoff Lockett, Steve GisbourneProvides an example of the use of judgemental modelling, ormulticriteria decision making, as a tool for market analysis. Based on arecent study in a segment of the chemical…
578
The Challenge of Innovation in a Norwegian Shipyard Facing the Russian Market
Jon‐Arild Johannessen, Johan Olaisen, Arnulf HauanDescribes an innovative marketing strategy of a Norwegian shipyardgaining access to the Russian market and explains its use of innovationtheory as a framework. Explains why the…
447
Perceived Risk: Further Considerations for the Marketing Discipline
Robert N. Stone, Kjell GrønhaugExamines the construct of perceived risk, as used in consumer andmarketing research. In the light of the shortcomings of past research,develops and tests three hypotheses…
19672
Who Does the Marketing in Retailing? A Case Study of Organizational Selling Behaviour in a Large Complex Organization
Sandra Hogarth‐Scott, Stephen T. ParkinsonExplores the marketing process of a large food retailer, based onin‐depth interviews with 106 senior managers. Finds that attitudestowards marketing are conflicting, that the role…
1164
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall