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Strategic marketing is linked to marketing management. The process is presented by a model, the framework of which can be used for understanding the interrelationships between strategic and practice/implementation considerations within marketing. An attempt is made to synthesise existing knowledge on strategic and practice/implementation linkages with a view to identifying fruitful areas for additional research.

The purpose of this research is to (1) examine the relationship between pre‐search decision making and external information seeking in consumer durable purchases and (2) to construct consumer profiles corresponding to the different levels of pre‐search decision making. The term “pre‐search decision making”is used to denote those decisions that consumers make before they actively start searching for (and collecting) information on product alternatives. The latter process is referred to here as “external information seeking.”

To determine whether French and English Canadians had different information search patterns prior to automobile purchase, 210 buyers of 1983 and 1984 Ford and Toyota automobiles in two Ontario and two Quebec cities were surveyed. We hypothesised the English‐Canadian car buyers prefer printed sources of information, while French‐Canadian buyers prefer personal sources, consider fewer alternatives, devote less time to the search process, and generally search less extensively for a new car than do English Canadians. Three of the five hypotheses were supported. Compared to their English counterparts, French Canadians evaluated ten per cent fewer alternative car makes, spent 30 per cent fewer days in the search process, took 67 per cent fewer test drives, and scored eight per cent lower on a measure of overall depth of search. As the French search pattern perhaps entails a greater risk, marketers in Quebec may need to provide better warranties and after‐sales service than in Ontario.

The paper's aim is to explain historical methodology in a marketing context.

The paper draws on the author's personal experience, being trained in the history method and using the historical method.

An awareness of time contexts and complex change is essential, so too is an appreciation of primary sources (as defined by historians). Reading the present into the past (anachronism) is to be avoided, and the interpretation and explanation of events are essential to good history.

The paper represents the author's own personal experience.

Since 1910, when John Dewey first introduced the five‐stage decision process, it has been a widely accepted concept and still serves as the central pillar of a popular consumer behavior model. These stages are Problem Recognition, Information Search, Alternative Evaluation, Choice, and Outcomes. The importance of these stages is attested to by the considerable attention devoted to most of them in numerous textbooks and journal articles. Such attention, however, has not come to the Problem Recognition stage. While some texts provide hypothetical descriptions of this “trigger” of the decision process, theoretical discussion and empirical support are surprisingly lacking. Journal literature fares even worse, with articles on the topic almost non‐existent. Lack of information on the topic is even more ironic when one considers that a purchase cannot occur unless a problem is recognized! The purpose of this article is to provide a detailed explanation of the Problem Recognition process. The results of the few empirical studies that have been done will be examined. In addition, a proposed model of the Problem Recognition process is presented. The implications of this material will be discussed as it relates to marketing.

Considers how research carried out during trade shows can help industrial firms to manage the new product development process. Discusses the NPD process and offers a scheme for classifying trade fairs, thus making the selection of appropriate events easier for the industrial marketer. Develops recommendations for the conducting of new product research at trade shows and concludes that while not a substitute for traditional NPD research methods due to cost limitations and the different types of attendees present at various events, good opportunities exist for industrial exhibitors to use NPD stages such as idea generation, screening and testing at trade shows rather than concentrating on the commercialization of new products.

Many studies have dealt with internationalization of business firms in the past years, few, however, have explored the pattern and process of internationalization in small, commodity based economies. In this study, the situation in New Zealand is considered, in part because it is a small, export and commodity based economy, unlike most countries previously studied. Five different clusters of New Zealand companies were found as related to the stages of internationalization. These include “Worried Beginners”, “Half‐hearted Domestics”, “Maturing Adapters”, “Conservative Exporters”, and “Experienced Succeeders”. Variables which appear to reflect stages of internationalization are also explored and presented in this study.

The purpose of this paper is to understand the factors influencing content generation and community initiative in PESCs. Taking advantage of an emerging PESC – Xiaohongshu APP, the study identifies three antecedent resources, including customer-owned knowledge, harmonious passion to shopping and perceived information usefulness, that affect content generating and further community initiative.

Based on the service-dominant (S-D) logic model and resource integration related work, the authors proposed a conceptual framework empirically tested using data of a survey and the real content-generating behavior from 347 respondents.

This paper identifies three resource antecedents of content generating behavior with significant influence. Furthermore, there is a moderating effect of perceived information usefulness among these three resources, which echoes the concept of resource integration. Content generating has a significant and positive influence on community initiative.

First, the paper identified customer and platform resources promoting the prosperity of PESCs, enhancing the research on antecedents of community prosperity. Second, the paper empirically quantifies the process and outcome of resource integration conceptual model. Third, it enriches the understanding of C2C interaction by investigating the value creation process on PESCs. Moreover, findings in the study provide insights for community managers to improve the operation of PESCs.