European Journal of Marketing: Volume 18 Issue 4

The Pacific Rim—Vision or Reality?

Geoffrey C. Kiel, Carol Ann Howard

Examines the importance of the Pacific Rim in terms of its market potential and of economic growth. Looks at the extent to which it rivals the European Community, and also the…

Consumerism in an Era of Decline: Does it still have a future?

Jo M. F. Box

Proposes that the 1980s will cause a shift of trends in the area of consumerism, owing to a rapid increase in unemployment and a reduction in incomes. Investigates how consumerism…

A Service Quality Model and its Marketing Implications

Christian Grönroos

Proposes to develop a service quality model, based on test of a sample of business executives, which describes how the quality of services is perceived by customers. Looks at its…

The Marketing of Hops in Great Britain: A Study of Changing Structures and Farmers' Attitudes

Brian W. Ilbery

Outlines the UK Hops Marketing Board's marketing arrangements prior to, and since, entry into the European Economic Community (EEC) as a case study of changing marketing…

A Power Potential Approach to Middlemen Strategies in Social Marketing

Alan R. Andreasen

States that a key problem in the emerging area of social marketing that has not received adequate and empirical treatment is the building and management of middlemen…