... such attacks, there has evolved the development of a robust set of applicable marketing constructs and models. Postmodernism’s attack is far more pervasive: it is attacking the foundations of the marketing concept by erosion of the fundamental values and principles upon which modern marketing is based. Yet...

.... The most important are: © MCB UP Limited 2000 Marketing concepts Marketing management Business‐to‐business marketing Services marketing Consumer marketing Marketing is marketing, irrespective of the product or marketplace. This is a theme common to many introductory marketing...

... that MARKOR may lack generalisability across industries, economies and cultures and more fundamentally the conceptualisation on which it is based may need to be reassessed. © MCB UP Limited 1999 Marketing concepts Market orientation Factor analysis Marketing research Malta United Kingdom...

... conceptual categories. These groups are outlined in Table I , and fully tabulated in Appendix 2, together with the words used by each author that fall within each classification. © MCB UP Limited 1999 Marketing concepts Marketing research Marketing theory Relationship marketing...

...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...

... to stretch its targets, core capabilities and organizational skills. © MCB UP Limited 1997 Developing countries Marketing concepts Marketing decision making Marketing management As a result of the liberalization and restructuring of many Third World economies and increased...

.... © MCB UP Limited 1995 Case studies Marketing concepts New product development Many of these changes were made for good operational reasons, or so it seemed at the time. However, several were undertaken because of an organizational predilection for cleverness in assigning and creating...

..., Competitive Positioning, Hooley and Saunders (1993, p. 3) contend that the marketing concept has come of age. Whereas a decade or two ago marketing was misunderstood by most senior managers and typically considered to be a new name for old‐fashioned selling, marketing is now “on everyone′s lips...