Table of contents
Reengineering and the marketing function: integration of theory and practice
Timothy W. Aurand, Denise D. Schoenbachler, Geoffrey L. GordonOne of the most popular topics in American business today is reengineering. Rarely has such a misunderstood term been embraced so widely in theory and in practice. Numerous…
1472
Test market city evaluation: a goal programming approach
James J. Hoffman, Marc J. Schniederjans, Leisa FlynnA critical concern for corporations test marketing new products involves test market city evaluation. In order for test marketing to be successful, corporations must identify…
1452
Adopter categories in the acceptance process for consumer durables
Eva Martínez, Yolanda PoloSeeks to determine the adopter categories for a new product using an innovation diffusion model which assumes that the potential adopters of an innovation are influenced by two…
2315
Own branding in UK and French grocery markets
John Fernie, Francis R.A. PierrelUndertakes a comparative analysis of the evolution and development of own branding strategies in UK and French grocery markets. Primary research was carried out through…
6068
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou