Table of contents
Visually Representing Consumer Perceptions: Issues and Managerial Insights
Sanjoy GhosePerceptual maps and trees are widely used for business applications likeadvertising development, product design and product positioning. Mapsand trees are however intrinsically…
1976
The Rise and Fall of the Copy Point: The Changing Information Content of Print Advertisements from 1953‐1988
Michael Fay, Gregory CurrierThe extent to which advertisers choose to make more or less use of“informative copy”, or “copy points”, as a communicative and persuasivetechnique, represents a model of how an…
1156
Using Neural Network Analysis to Evaluate Buyer‐Seller Relationships
Barry Wray, Adrian Palmer, David BejouConceptual arguments favouring a relational rather than a transactionalapproach to the study of buyer‐seller relationships are now wellunderstood. However, attempts to quantify…
3358
Domain‐specific Market Segmentation
W. Fred van Raaij, Theo M.M. VerhallenProposes domain‐specific market segmentation as a promising approach ascompared with segmentation based on general or on brand‐specificvariables. Treats product differentiation…
17975
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall