European Journal of Marketing: Volume 9 Issue 1

The Industrial Purchasing Decision as a Political Process

Andrew M. Pettigrew

Reports on an empirical study of the decision to purchase computers in a single firm. States it is a competitive bidding situation with several suppliers attempting to win a…

Brand Positioning Using Multidimensional Scaling

Peter Doyle

Shows how, in researching new brands, it is important for the investigator to assess the existing market, to determine how consumers perceive brands and the nature of consumer…

Risk Reduction and the Industrial Purchaser

Håkan Håksansson, Björn Wootz

Examines a study carried out on three large Swedish firms examining the effects of education, experience and the environment on ways in which decisions are made. Studies, in…

The Role and Significance of the Overseas Chinese in Asian Marketing

R.C. Cameron, A.M. Sutherland

Provides an appreciation of the style of the overseas Chinese businessman, with regard to entry into the varied south‐east Asian markets. Looks, particularly, at the role of the…

Marketing of Services An Evaluation of the Theory

R.G. Wyckham, P.T. Fitzroy, G.D. Mandry

Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be…

Register of Research in the United Kingdom

J.P. Bannister, F. Withey

This is the fourth comprehensive register of current research in marketing to appear in this Journal. It is hoped that it will prove useful as a source of information to all those…

A Note on Research in the United Kingdom

J.P. Bannister, F. Withey

In compiling the preceding Register of Research in the UK the opportunity was taken to elicit brief additional information from respondents regarding their future research…