Table of contents
The Irish marketing scene
A.C. CunninghamExamines the present and recent developments which have taken place owing to the rapid industrialization of the Irish Republic. Looks at its effects on the economy and marketing…
A bargain theory of pricing
Reed MoyerExamines the roots of bargaining power in the nature of market structure, financial resources, sub‐situation possibilities and the innate skills of those doing the bargaining…
A decision system for competitive bidding
D. WoodDescribes a model for adapting successful bidding strategies, placing it in the context of a company's overall structure and competitive strategy. Lists the benefits of the…
Communication and diffusion processes in industrial markets
F. WebsterInvestigates communication and diffusion theory in the industrial sector, an area seldom considered. Examines the evidence from consumer markets and then goes on to extend these…
Theory and nonsense of motivation research
Conrad JamesonInvestigates motivation research in the field of marketing, questioning claims for its validity. Examines its explanatory powers and probes into the process of creativity…
The marketing mix and buyer behaviour in the TV rental market
F. LiveseyExamines the application of marketing principles in the market of TV rental. Looks at empirical data taken from a sample of 200 customers, who were all asked their opinions on the…
The marketing mix – a problem analysis
A. R. ThorneProvides an examination of the marketing mix budgeting procedure. Gives a model information framework which acts as a basis for data search in the corporate marketing activity…
A model towards optimizing advertising effort on consumer goods purchase
J. Alex MurrayDevelops a model incorporating expected market potential derived from customers' purchasing expectations. Suggests that this can be used as a basis for advertising strategies…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall