Table of contents
Research is Good for You
Kay Broadbent, Peter CooperResearch, like Guinness, is good for you. “Pure Genius”, Guinness's latest advertising campaign, appears set to become another famous phrase in Guinness advertising. The research…
Changing Patterns in Marketing Research
Stephen K. Keiser, James R. Krum, Pradeep A. RauThe incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are…
Drop and Collect Surveys: A Neglected Research Technique?
Stephen BrownThe “drop and collect” survey technique is fast, cheap, reliable and particularly suited to those with limited resources, yet it has been neglected in the marketing literature…
Consumer Perceptions of Generic Grocery Products: Users vs. Non‐users
Ugur YuceltGeneric products are purchased by price‐conscious, careful shoppers, who are not, however, willing to accept a lower quality and limited selection of non‐brand names in…
Towards Informed Marketing
Tom PaytonActivities are classified with the aim of helping the non‐specialist analyst (i.e. the manager acting as analyst) to define and describe the objective setting and directed streams…
Developing Marketing Strategy: A Framework
Subhash C. Jain, Girish PunjStrategic marketing is linked to marketing management. The process is presented by a model, the framework of which can be used for understanding the interrelationships between…
ISSN:
0263-4503e-ISSN:
1758-8049ISSN-L:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss