European Journal of Marketing: Volume 3 Issue 1

Consumer motivations: examples from the grocery trade

C. Kenny‐Levick

Endeavours to show that a variety of motivations govern consumer actions and concentrates on the grocery trade for its information – nevertheless its findings and…

Exporting industrial products via commission agents

C.R. Russell

Maintains that the course of academic thought has been diverted from anatomical thinking, a penchant of looking at an operation in terms of the parts, to wholeness…

A conceptual framework for the measurement of marketing efficiency

Neil Hood

Proposes that marketing efficiency is an area of enquiry that is both simultaneously ignored by marketing researchers, yet frequently referred to by implications. Reviews…

Applying a systems perspective to marketing motivation

Bruce Gunn

Discusses how behavioural scientists have produced a multitude of data on complexities of consumer motivation – but states the sheer diversity of approach is making it…

The application of product life cycles to corporate strategy: some research findings

M.T. Cunningham

Shows how decision making can be improved in such areas as programming the technical development and market launch of new industrial products. Declares that the concept of…