Table of contents
The Role of Research in the Revitalisation of an Advertising Medium
Derek Jenkins, Gill WelchBus‐side advertising is highly effective, the medium reaching significant numbers of the general population and providing levels of opportunities‐to‐see (or “repetitions”…
217
Relating Buyer/Seller Power to Market Structure
P.R. CowleySome capital‐intensive manufacturing businesses pose particular problems to market planners because the profit margins are often highly cyclical as seller capacity utilisation…
187
Small Orders Reduce Retailer Information Power
Hiroaki SetoNew information technology has the effect of increasing retailer information power. Under decreasing sales growth and produce‐line proliferation, retailers (with electronic…
80
Toward a Professional Concept for Marketing
Guenther Mueller‐HeumannThis article attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other…
299
ISSN:
0263-4503e-ISSN:
1758-8049ISSN-L:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss