Table of contents
Customer Acceptance: The Key to Successful Introductions of Innovations
Paul A. Herbig, Ralph L. DayOf the three ingredients required for a commercially successfulinnovation to occur – the technological feasibility, theentrepreneur, and the customer need/want – the most…
Creating a Value‐added Customer Database: Improving Marketing Management Decisions
Paula J. Haynes, Marilyn M. Helms, A. Richard CasavantOne of the major issues confronting marketing decision makers ishow to deal with the volume and complexity of customer informationavailable. In addition to dealing with the volume…
Marketing Decision Support Systems: A Role for Neural Networking
R. A. ProctorLooks at how neural network technology can be used to learnmarketing data patterns and help build up marketing decision supportsystems. Marketing abounds with potential…
Recessionary Marketing
Raymond MarksSummarizes the findings of the VAR 1991 Market Research reportwhich surveys the market research industry and examines the importanceattached to various marketing activities…
Construction Export Marketing: The Singapore Experience
Low Sui PhengMost large‐scale construction projects in developing countries usedto be dominated by contracting firms from the developed world. Thisphenomenon was observed in the construction…
Assessing National Competitive Superiority: An Importance‐Performance Matrix Approach
Siew Meng Leong, Chin Tiong TanExtends the application of a well‐established strategic marketingplanning technique (the Importance‐Performance Matrix Approach) to theassessment of a country′s strengths and…
ISSN:
0263-4503e-ISSN:
1758-8049ISSN-L:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss