Table of contents
Where Advertising Decisions Are Really Made
Paul MichellInterorganisational decision making on creativity appears to have similar characteristics to those of the conventional organisational buying process. The composition of…
365
Consumption Symbolism and Meaning in Works of Art: A Paradigmatic Case
Morris B. HolbrookThis article examines the relevance of marketing and consumption phenomena to the interpretation of meaning in works of art. It suggests that, in general, consumption symbolism…
508
The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing
Valarie A. Zeithaml, P. “Rajan” Varadarajan, Carl P. ZeithamlThe contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several…
5431
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall