Table of contents
Marketing is not dead: a response to “Elegy on the death of marketing”
Patrick McColeDiscusses the death of marketing and provides evidence to the contrary that marketing is far from dead – or dying. Discusses the implications of the role of marketing both in the…
Service elimination decision‐making: The identification of financial services as candidates for elimination
Paraskevas C. Argouslidis, Fiona McLeanDespite the importance of the ability of service firms to rationalise their service ranges in today's competitive environment, the area of service elimination decision‐making is…
The use of customer language in international marketing communication in the Scottish food and drink industry
Rita Marcella, Sylvie DaviesThis paper reports the results of case studies of Scottish food and drink exporters which sought to explore the use of customer language in marketing and exporting products to…
How “ready” are customers for mass customisation? An exploratory investigation
Ahmet Bardakci, Jeryl WhitelockThis paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in…
Will agencies ever “get” (or understand) IMC?
Philip J. Kitchen, Don E. Schultz, Ilchul Kim, Dongsub Han, Tao LiThe concept of integrated marketing communication (IMC) has now become an apparently integral part of the marketing and corporate communication strategies of many companies. Here…
An evaluation of external factors in the decision of UK industrial firms to enter a new non‐domestic market: an exploratory study
Jeryl Whitelock, David JobberA study of key decision makers in a sample of large international companies explored the non‐domestic market entry decision. A literature review revealed five broad external…
Capabilities for strategic flexibility: a cognitive content framework
Ian A. Combe, Gordon E. GreenleyDifferent forms of strategic flexibility allow for reactive adaptation to different changing environments and the proactive driving of change. It is therefore becoming…
Managing a firm's behavior through market orientation development: some empirical findings
Spiros P. Gounaris, George J. Avlonitis, Paulina PapastathopoulouWhile significant empirical work exists around the conceptualization of the notion of market orientation, as well as its relation to company performance, little empirical work has…
Factors predicting the effectiveness of celebrity endorsement advertisements
David H. Silvera, Benedikte AustadThis research examines whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of…
Attributions on dissatisfying service encounters: A cross‐cultural comparison between Canadian and PRC consumers
Patrick S. Poon, Michael K. Hui, Kevin AuBased on the proposition that deprivation of control is a key instigator of attribution thoughts, this study explores cross‐national variations in consumers' formation and…
Retail sales explanations: resolving unsatisfactory sales encounters
Jarrad Dunning, Aron O'Cass, Anthony PecotichThe general proposition that a salesperson's explanation adequacy plays a critical role in the resolution of unsatisfactory sales encounters for consumers is investigated in a…
Retailing in the voluntary sector: the role of the Scottish food co‐operatives
Paul Freathy, Caroline HareVoluntary food co‐operatives (VFCs) remain a relatively under‐researched area of academic enquiry. However, they represent an important form of retail provision for particular…
Service quality and customer retention: building long‐term relationships
Karin A. Venetis, Pervez N. GhauriThe study extends the existing knowledge by taking a relationship perspective to study the effect of service quality on customer retention. We integrate business‐to‐business…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall