Table of contents
Consumer evaluations of sponsorship programmes
Alain d′Astous, Pierre BitzPresents the results of a study of consumer reactions to varioussponsorship programmes. The programmes differed in terms of fourfactors: the nature of the sponsorship…
9174
American marketing in the European Union: standardization′s uneven progress (1973‐1993)
Jean J. Boddewyn, Robert GrosseThis 1993 update of previous 1973 and 1983 surveys of US marketingpolicies in the now renamed and reshaped Economic Union reveals that theobstacles to standardization remain high…
1620
Benefit segments in a freight transport market
Sheelagh Matear, Richard GrayUnderstanding the factors which are influential in the choice topurchase a service (or product) may be insufficient for the basis of amarketing strategy. It is also important to…
2298
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall