European Journal of Marketing: Volume 6 Issue 1

Market segmentation by factor analysis

P.M. Doyle

Examines potential for factor analysis in indicating desirable marketing strategies within the non‐alcoholic beverages market, indicates how to identify consumer choice criteria…

The market development of new industrial products

G. Briscoe, T. Cannon, A.L. Lewis

Explores the problems of marketing a new material to raise main demand in traditionally stable markets, and examines nine companies in depth in the steel, aluminium and plastics…

International market segmentation

Yoram Wind, Susan P. Douglas

Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the three‐fold purpose…

Market analysis utilising cultural anthropological indicators

Peter Cooke

Suggests that cultural anthropological analysis affords a neglected tool for new product design and product improvement and this helps to minimise complexity and improve market…

An approach to the evaluation of short post‐experience courses in marketing

Donald Cowell

Reports on a detailed evaluation of four one‐week marketing short courses for executives and focuses on before, during, and after assessments of the learning process and suggests…

Marketing strategy in socialist industrial enterprises

Gábor Hoványi

Based on a number of samples taken in the Hungarian central organs of economic management. Describes interactions between national planning and market forces. Documents how…

Main shopping catchments of the West Yorkshire conurbation

C. Richardson, B. Burkitt

Reports on the findings of a study to delineate trading catchment areas in the West Yorkshire conurbation of England. Delineates the associated areas of shopping influence of the…

The time sequence of events B a basis for market segmentation

C.B. Weinberg

Explores market segmentation strategies using direct mail garnering information on the baby care and motor car markets. Shows that the time sequence of certain events can be…