Table of contents
Marketers′ and Consumers′ Concurring Perceptions of Market Structure
Leslie de ChernatonyThe impact of increased retailer dominance is considered in termsof the positioning of weaker brands becoming similar to own labels. Areview of the evolution and characteristics…
The Involvement Model in Advertising Consumer Products Abroad
Nikolaos K. PapavassiliouThe recent upsurge of interest in marketing has resulted in anumber of articles concerned with the explanation of consumer behaviourin the purchase decision‐making process…
A Conceptual Tourism Marketing Planning Model: Part 1
Socrates I. PapadopoulosThe development of a customer‐orientated tourism marketing planningmodel is described. This model is a conceptual framework, whichhighlights the main variables affecting the…
Competitiveness in FMCG Markets
Philip J. KitchenThe links are explored between competitive rivalry and marketstructure using a convenient sample of FMCG markets of known structure(91 per cent response). Competing rivalry is…
Defining Marketing: A Market‐Oriented Approach
Christian GrönroosTraditionally marketing as it is perceived all over the Westernworld is based on definitions agreed on in the US by the AmericanMarketing Association and presented in American…
The Sinclair C5 – An Investigation into its Development, Launch, and Subsequent Failure
Andrew P. MarksThe development of the Sinclair C5 is outlined from its origins toits launch in January 1985. The development is then compared with the“textbook” stages of new product development…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall