European Journal of Marketing: Volume 36 Issue 1/2

The relevance of Horkheimer’s view of the customer

Horkheimer’s critical view of the customer in Western society concentrates on the threatening influence of instrumental reason, a particular field he mentions being marketing…

Managerial views of consumerism: A two‐country comparison

Empirically examines the managerial perception of consumerism with reference to the very different macro environments of two countries – Australia and Bangladesh. Consumerism is…

The construct “lifestyle” in market segmentation: The behaviour of tourist consumers

The swift and wide‐ranging changes that present‐day society is undergoing are leading to an increasing personalization in consumer behaviour patterns. These are increasingly less…

Suppliers’ international strategies

A longitudinal study of the international behaviour of Swedish suppliers is presented. Three different types of supplier are identified: simple suppliers, advanced suppliers, and…

A functional approach to instrumental and terminal values and the value‐attitude‐behaviour system of consumer choice

The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human…

Barriers to customer‐orientation: A case applied and explained

Illustrates that a crucial dimension to any strategy to deliver customer‐orientation is that of the organisation’s cultural dynamics. If these are ignored, implementation may well…

Antecedents and actions of export pricing strategy: A conceptual framework and research propositions

The export‐pricing literature is characterized by a distinct lack of sound theoretical and empirical works. Of the marketing decision variables, pricing has received the least…

International outshopping and ethnocentrism

Retail leakages caused by an increasing number of outshopping to other countries has become a growing concern among retailers in border areas. This research seeks to examine the…

Developing relational exchange: Effectiveness and power

Argues that relational exchange is dependent upon both effectiveness and power considerations. The primary objective is to study the effect of power and effectiveness on the…

Segmentation analysis for industrial markets: Problems of integrating customer requirements into operations strategy

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation…

A new research agenda for business segmentation

Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains…

The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century

Marketing Strategies for Competitive Advantage