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The International Management Centre from Buckingham is a postgraduate‐level business school, which works with managers in organizations world‐wide. The faculty includes full‐time professors formerly with other top business schools, visiting business‐school professors, and working managers, active in industry, commerce, and government. The client list of MBA programme organizational sponsors includes International Distillers and Vintners, Seagram, British Rail, Mobil, Pitney Bowes, Phillips Petroleum, Thomas Cook, Dunlop, Siemens, and Dupont.

At the marketing/entrepreneurship interface, most research concerns how entrepreneurs market their businesses, rather than how advertisers market to entrepreneurs. The purpose of this study is to address this gap.

The authors undertake a content analysis of 88 recent issues of the two largest print magazine titles targeted at American entrepreneurs, with particular attention to advertising content for known small business success factors.

This study finds no correlation between factors most important to small business success and advertising volume. However, this study finds a strong, inverse correlation between US small business performance for each success factors and the volume of advertising for that competitiveness factor. Finally, it is found that advertisement characteristics (placement, timing, repetition, contact channel, and competitor comparison) vary by competitiveness factor.

This study is limited to print advertising to US entrepreneurs. The findings imply that small business competitiveness factors may need to be amended, and that the nature of advertising to small businesses should be further investigated.

The ability to identify shortcomings in what small businesses need to succeed may spur advertisers to remedy the gap with product promotions that create awareness of need solutions.

This study is the first to use content analysis of B2B print advertising targeted at entrepreneurs to develop insights into the nature of the target market (US entrepreneurs); to explore the extent to which advertised goods and services match needs of the target market; and to examine whether advertisers communicate the various factors that address target market needs, in different manners.

Describes how a marketing orientation can enable health care organizations to plan the service provision most likely to meet consumer need and to be both effective and efficient. The author offers a model to explain the different approaches that organizations may choose to take to manage the market and explains why a market orientation is the most appropriate approach whether or not the organization is concerned with financial profit.

Market research is now being conducted by managers and health care professionals within the NHS. Very little of this research to date has been qualitative, although qualitative techniques would be most appropriate to investigate the perceptions of patients, and to compare perceptions of patients with those of service providers. Interest in qualitative methods is increasing and with it a need to train professionals and managers to use them. There exists little guidance in the literature on exactly how to conduct qualitative interviews, narration, group discussions and panels within health care. An interaction guide adapted from a management training product is being used by the author as a framework for conducting research and to train others to do so. It teaches interactive skills for effective leadership. A parallel is drawn between leadership exhibited by managers and leadership for moderators and interviewers. This framework is recommended for qualitative research in other sectors besides health care.

Distinguishes between consumers and customers, shows how these two groups′ requirements of a particular service often differ; proposes that services within health care need to be marketed to both categories. Recognizes the need for the health and social care services to be more market‐oriented. Offers guidelines for introducing or increasing market orientation which are applicable to a large range of service organizations; lists and discusses 13 pointers which are relevant from the viewpoint of the purchasing/ commissioning organizations and the service providers.

One of the tasks of the special librarian is to facilitate current awareness: services are set up to encourage user groups to keep up‐to‐date with developments in their own and related subject areas. The librarian advocates current awareness as an essential prerequisite for members of that user group to remain effective practitioners, researchers or teachers within their subject area. The librarian encourages and advocates because unfortunately some of those practitioners, researchers and teachers are either unconvinced of the need for current awareness or haven't the time/are not interested/cannot be bothered.

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to uncover specific articles devoted to certain topics. This Bibliography is designed to help. Volume III, in addition to the annotated list of articles as the two previous volumes, contains further features to help the reader. Each entry within has been indexed according to the Fifth Edition of the SCIMP/SCAMP Thesaurus and thus provides a full subject index to facilitate rapid information retrieval. Each article has its own unique number and this is used in both the subject and author index. The first Volume of the Bibliography covered seven journals published by MCB University Press. This Volume now indexes 25 journals, indicating the greater depth, coverage and expansion of the subject areas concerned.

Viewdata was a British invention. The inventor, Sam Fedida, came to work at the Post Office research centre in 1970, on a “viewphone” project. Apart from providing television pictures of the caller and recipient involved in a telephone conversation, the viewphone was also to allow transmission of computer data. Such a piece of equipment would, it was hoped, increase telephone network use during off‐peak periods.

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.