Table of contents
An Examination of Methods of Setting Advertising Budgets: Practice and the Literature
Lionel A. MitchellExamines the methods companies have used for setting advertisingbudgets against the backdrop of the literature (textbooks and journals).Utilizes a checks and balances…
2465
An Integrated Model of Organizational Adoption and Diffusion of Innovations
Ruud T. FrambachIn today′s competitive environment technology plays an importantrole. Diffusion theory offers useful insights into how to manage andmarket products based on new technology most…
5332
An Analysis of Competition in the New Europe
John FahyConventional wisdom suggests that the changes currently sweepingEurope will bring about an increasingly competitive businessenvironment. However, to date, this contention has not…
889
Marketing Research Activity and Company Performance: Evidence from Manufacturing Industry
Susan Hart, Adamantios DiamantopoulosWhile a number of research studies have examined the factorsdetermining the extent of use of marketing research information bymanagers, there is only scant empirical evidence on…
1579
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall