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The recent upsurge of interest in marketing has resulted in a number of articles concerned with the explanation of consumer behaviour in the purchase decision‐making process. Whereas the main focus of these has been the improvement of methods of assessing buying procedures, very few have discussed the factors influencing consumer involvement in the purchase decision‐making process such as product, country, consumer, market, advertisement and advertising medium. These issues are discussed, systematised and analysed, and a model for advertising implications proposed.

The planning of distribution as both system ana process is examined in theory and in relation to corporate practice in Greece.

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

This paper seeks to identify and assess the problems of distribution and logistics that arise in the fishery sector in Greece and to examine the impact of market orientation with regard to these problems.

The paper is based on the findings of a survey involving 186 companies. Descriptive statistics for each variable were used in order to assess the importance of each problem of distribution and logistics. Cluster analysis was carried out based on the perception of the importance of the problems of distribution and logistics. In addition, “crosstabs”analysis was used to examine the association between distribution problems and the firm characteristics of each cluster. Finally, linear multiple regression analysis was carried out, with each problem of distribution and logistics taken as the dependent variable and each element of marketing and logistics taken as an independent variable.

The importance of distribution and logistics problems varied widely, as did the market orientation between the groups of participating firms. In addition, certain firm characteristics and infrastructure factors can become so significant that they directly affect the degree of importance of the above problems.

Distribution & Logistics Managers should be aware of the significant influence that certain characteristics of the firms can have on the distribution function. Special attention should be paid to the importance of the distribution problems and the role of market orientation.

Unlike earlier research carried out in this domain, this study deals with a much wider range of problems and a broader cross‐section of companies. In addition, it is the first to focus in detail on the degree of importance of distribution problems and the role of market orientation.