Journal of Marketing Practice: Applied Marketing Science: Volume 2 Issue 1
Table of contents
Chameleons in marketspace: Industry transformation in the new electronic marketing environment
Hugh Pattinson, Linden BrownBy the year 2000 over 1 billion people will be connected to the electronic network commonly known as the Internet. In 1995, the Internet can easily be accessed by anyone who has a…
Market segmentation: A search for the Holy Grail?
Janet Hoek, Philip Gendall, Don EsslemontAcceptance of the benefits of market segmentation is so pervasive that it seems almost sacrilegious to question the validity of this faith in the power of segmentation as a…
Differences in forecasting behaviour between large and small firms
Henry C. Smith, Paul Herbig, John Milewicz, James E. GoldenIf there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. Do all firms forecast the…
From brand values to customer value
Martin ChristopherMany commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to…