Journal of Marketing Practice: Applied Marketing Science: Volume 4 Issue 8
Subject:
Table of contents
Case study: Doing a market assessment for an unfamiliar product
John G. DawesDescribes a real‐life market assessment study where the market and product were quite unfamiliar to the researcher. It shows the task to be an iterative, circuitous procedure…
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The usage and portrayal of older models in contemporary consumer advertising
Marylyn Carrigan, Isabelle SzmiginAs the population of North America and Europe continues to mature, marketers have started to recognise the consumer opportunity this represents. Given the current and potential…
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