European Journal of Marketing: Volume 29 Issue 10

The market positioning of British medical charities

Sally Ann Hibbert

One of the greatest challenges facing managers of medical charitiestoday is to distinguish effectively their cause and their organizationin an environment of rapidly increasing…

Awareness, use and effectiveness of models and methods for new product development

Ed J. Nijssen, Karin F.M. Lieshout

Despite the large number of new product models and methodsavailable to improve the success rate of new products, empiricalevidence proves that only a few companies actually use…

Marketing high‐tech products: the emerging themes

M.J. Meldrum

Although the marketing of high technology has attracted a number ofwriters over the 1980s and 1990s, there is, as yet, no shared agreementas to the critical issues marketing…