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Article
Publication date: 1 May 1992

Avraham Shama

Centres on the transformation of the consumer in Russia, Hungaryand Poland. Reports on a study, carried out in co‐operation withscholars in these countries, which uses…

Abstract

Centres on the transformation of the consumer in Russia, Hungary and Poland. Reports on a study, carried out in co‐operation with scholars in these countries, which uses focus groups to outline the impact on consumers of the transformation to a market economy, and discusses the adjustments these consumers have been making in response to new economic realities. Concludes with research propositions and by pointing out implications for international marketing managers.

Details

International Marketing Review, vol. 9 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 January 1992

Avraham Shama

Centres on the impact of stagflation on marketing management inYugoslavia and on the responses of managers to stagflation. Based onpersonal interviews and a survey…

Abstract

Centres on the impact of stagflation on marketing management in Yugoslavia and on the responses of managers to stagflation. Based on personal interviews and a survey, reports that while the impact of stagflation was drastic, managers responded by taking only mild countermeasures. This high impact‐mild adjustment phenomenon is quite different from reactions in the USA, where high impacts bring extensive adjustments. Explanations for this Yugoslav phenomenon, which have important implications for international marketing, are found in the country′s self‐managed economy.

Details

International Marketing Review, vol. 9 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 April 1985

Avraham Shama

Most marketing executives are aware by now that some consumers believe that “small is beautiful” and “less is more.” Such executives may be surprised to find out that this…

Abstract

Most marketing executives are aware by now that some consumers believe that “small is beautiful” and “less is more.” Such executives may be surprised to find out that this type of voluntary simplicity consumer (VSC) is the fastest‐growing market segment in the U.S. Who the voluntary simplicity consumers are, how they came about, and how to cater to them profitably are the subjects of this article. The VSC is the outcome of a lifestyle trend toward voluntary simplicity (VS), but unlike any other market segment, the VSC prefers a lifestyle of low consumption, ecological responsibility, and self‐sufficiency. As a result, marketers are often puzzled as to how to market to the VSC.

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Journal of Consumer Marketing, vol. 2 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 April 1995

Bill Kelley

Strategic outsourcing has swept virtually every industry—especially those rightsized down to their core, value‐creating processes. Here's a report from the field.

Abstract

Strategic outsourcing has swept virtually every industry—especially those rightsized down to their core, value‐creating processes. Here's a report from the field.

Details

Journal of Business Strategy, vol. 16 no. 4
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 October 2002

Steven J. Gold

Discusses the unequal allocation of social capital in society and makes the point that network membership is not at once available to all. Sees social capital as springing…

Abstract

Discusses the unequal allocation of social capital in society and makes the point that network membership is not at once available to all. Sees social capital as springing from small groups that work together, perhaps competing with others, to achieve common rewards, thereby pursuing locally shared benefits. Concludes that specific definitions of social capital are superior to others especially in examining the full array of social ties which migrants use in creating ethnic economies and communities.

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International Journal of Sociology and Social Policy, vol. 22 no. 9/10
Type: Research Article
ISSN: 0144-333X

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Book part
Publication date: 13 July 2011

Philip Kotler

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and…

Abstract

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

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