Journal of Marketing Practice: Applied Marketing Science: Volume 2 Issue 4
Table of contents
The future of marketing: old age or second adolescence?
John BradySuggests that the role of marketing, particularly in the fast‐moving consumer goods sector, is changing with the business environment. Points out that the need to maximize…
Marketing implementation in the UK engineering industry
Mohammed Rafiq, Richard A. PallettBased on a survey of 205 CEOs in the UK engineering industry, demonstrates that engineering companies have made a small, but progressive, move towards implementing a marketing…
Cultural obstacles to market orientation
Lloyd C. HarrisBegins with a review and critical analysis of the literature surrounding the obstacles or barriers to the development of organization‐wide market orientation. Suggests that…
Product standardization or adaptation: the Japanese approach
Leonidas C. LeonidouFocuses on the issue of product standardization versus adaptation, with special reference to the practices of Japanese multinational companies (MNCs) operating in the Middle East…
The effect of quality circles on perceived service quality in financial services
Fiona Millson, Michael Kirk‐SmithOver the past decade much has been written on service quality (SQ) in the financial services industry and on the value of quality circles (QCs) in service industries in general…