European Journal of Marketing: Volume 7 Issue 1

Market research in the guided market place

Andrew Gross, László Szabó

Discusses various aspects of market research in Eastern Europe, with special emphasis on the Hungarian experience under the New Economic Mechanism. Attempts to show how the manner…

Methods for handling competition in dynamic market models

Randall L. Schultz

Reviews various methods for handling competition in dynamic market models. Proposes a research strategy which considers the method in relation to quantitative considerations of…

The personality‐culture relationship and its effects on interpersonal transactions

Thomas Greer, William Pride

Attempts to establish personality as an open system operating in and depending on an environment of cultural inputs. Reveals several factors which create difference among…

Education, culture and market research

Ian Campbell, Roy Hayhurst

Investigates why the relationship between the income and occupation of a respondent (or their spouse) and consumption behaviour is not always satisfactory. Suggests that the…

A bargain theory of pricing: generalization

Sasson Bav‐Yosef

Describes the Moyer model of price bargaining process with some extensions. Provides evidence supporting the model and findings based on research into part of the UK textile…

The role of the comparative analysis approach in social marketing

Graham Buxton

Defines the term “comparative marketing” as a type of analysis which describes and interprets the differences and similarities between varying marketing practices and systems in…

Evaluating the effectiveness of below‐the‐line promotion: a critique

David Jobber

Looks at the effectiveness of below‐the‐line promotion by examining date from two different periods: up to 1969, when little was written on this subject; and 1969‐ March 1972 when…

The three wheels of retailing: a theoretical note

Dov Izraeli

Sets forward an extension of McNair's “wheel of retailing” theory, with three instead of one, wheels. Looks at the forces of competition between the low‐end innovators, high‐end…