Table of contents
Towards a Theory of Product Range Policy
R.A. KentTakes the view that good theory needs to be grounded in the empirically‐researched world of practitioners. Attempts to build up a theoretical framework for analysing policy in the…
Marketing Concept and Customer Orientation
Roger Dickinson, Anthony Herbst, John O’ShaughnessyExamines the marketing concept (MC) and its foundation of customer orientation. Proposes that the General Electric Company promulgated MC and that this followed the Second World…
The Identification of Weak Industrial Products
George J. AvlonitisDiscusses product line change ‐ the process by which a company alters its product offering ‐ and how it is one of the most important kinds of business activity. Suggests that…
Recent Changes in Enterprise Management and Marketing Practices in Romania
Jacob Naor, S.Tamer CavusgilDiscusses the Romanian reforms of 1967 and 1978 which went virtually unnoticed, with particular emphasis on the latter date. Highlights recent managerial decentralization measures…
Products and Services in the Perspective of Consumer Socialization
Kjell Grønhaug, Alladi VenkateshFocuses on consumption activities in the context of socialization and because of this implications are highlighted. States that socialization encompasses a vast literature, from…
A Consumer‐Based Model for Researching New Products
T. WatkinsExamines an attempt to specify an approach more consumer‐ than product‐based and, by doing so, aims to discuss models' roles and buyers' needs. Includes research methodology…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall