... of paradise, but an unlimited amount of speculation. We propose to add to that speculation in our alternative quests for marketing Nirvana. Let the service begin … Marketing Utopia. The foundation of the marketing concept. Brown and the postmodern attack? Marketing academia. Modernist...

...”, restricting opportunities for creating a differential advantage over competitors, with the inevitable dependence for differentiation and competitive edge on branding initiatives and personnel. © MCB UP Limited 2000 Marketing concepts Marketing management Business‐to‐business marketing Services...

... in terms of psychometric theory, the advantage always is with more rather than fewer steps (Nunnally, 1978). The interest in market orientation has seen something of a revival in recent years. The level of market orientation of a firm depends on the degree to which the marketing concept...

... of the research methodology. The latter section consists of two appendices, the first of which reprints the collected definitions for use as a general resource and the second of which tabulates the definitions through a categorisation of “substantive terms” (Zaltman et al., 1982). Marketing concepts...

...Kwaku Appiah‐Adu Research findings on emerging markets over the last decade indicate that economic reform policies in many developing countries have not only changed the environments of these economies, but also influenced the attitudes of firms towards the marketing concept. This study determines...

... or product era where goods were manufactured for customers who had no choice but to buy them due to lack of alternatives. Similar to most developing countries, the marketing concept might have been accepted in theory, but hardly put into practice (Mitchell and Agenmonmen, 1984). However, the current reforms...

.... © MCB UP Limited 1995 Case studies Marketing concepts New product development This article is a case study, but with a major difference from most marketing case studies. It traces what is now almost a 15‐year history of a single family of related products – here called the“CompuAd...

... unhealthy. Quite the reverse. Offers an analysis of marketing′s current crisis of representation; outlines ten key points concerning marketing′s past, present and future; and concludes with a simple model of marketing′s 40 year development cycle. © MCB UP Limited 1995 Crises Marketing concepts...