... intelligence Marketing planning Market orientation Marketing research In analyzing the proposed moderator variables, we follow the methodology used by Sharma et a l. (1981) and Slater and Narver (1994) , employing moderated regression analysis, testing for relationships...

...Dr Christos Sarmaniotis and Dr Eugenia Wickens; Christian Franz Horn; Alexander Brem; Björn Ivens Purpose – The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing research...

... is characterized by a very short R&D stage, “me-too” product concepts, inadequate use of marketing research tools, high emphasis on building sales infrastructure, short-term horizon of planning and a focus on immediate profit skimming. That is in line with what several authors pointed out as being the key...

...Joshua Chang Purpose This paper aims to conceptualise the value of analysing web content for marketing research based on a conceptual perspective with some practical views. This article chooses to use a conceptual base for its discussion in the view that it is important to establish a fundamental...

...Heath McDonald; Stewart Adam The widespread acceptance of the use of online techniques in market research necessitates appreciation of the relative advantages and disadvantages of these techniques over more traditional research methods. This paper reports on a study which directly compares online...

... in the management literature, discusses the problems and considers the possibilities of integrating critical reflection into the marketing curriculum. © MCB UP Limited 1999 Marketing research Education Marketing theory As marketing teachers with a commitment to critical marketing studies, we...

... a springboard for the further development of services marketing in the next millennium. The list provides guidelines for marketing managers and ideas for further research. These key distinctions have become the foundational building blocks of most of the services marketing research, and are perhaps...

... Marketing research Strategic management SWOT analysis Decision making Companies in Asia have not always had to look over their shoulders quite so closely. During the 1970s and 1980s, these companies faced little foreign competition, a majority of the world’s markets were within their reach...

.... © MCB UP Limited 1999 Beliefs Consumer behaviour Consumer marketing Ethics Fair trading Marketing research In a recent article in this journal the problem of translating fair trade principles into consumer purchase behaviour was identified and explored (Strong, 1997). Strong...

... satisfaction Marketing research Models Research measurement Service quality Services marketing It is now more than a decade since the SERVQUAL instrument was first reported in the literature (Parasuraman et al., 1988). Since that time the instrument has been widely used, but it has also...

... making. In this paper, the authors argue that there are 12 issues that need addressing in order to ensure that the information needs of marketers are being satisfied. © MCB UP Limited 1999 Information management Intuition Marketing research Market intelligence Market research Problem...

... Marketing research Marketing theory Relationship marketing A review of current relationship marketing (RM) literature reveals a great many attempts by a pantheon of authors to define “relationship marketing” in terms of what they perceive as its key conceptualisations. Needless to say, different...

... Market segmentation Marketing research Services marketing Service quality Segmentation has been extensively used in consumer marketing in the last few decades since the seminal work of Smith (1956). Market segmentation has been applied to both products and services since then. One...

... of the individual adult, the development of green consumerism and the reactions of management in a wide sphere of industries. © MCB UP Limited 1998 Children Consumer attitudes Education Environment Green issues Marketing research The environment is a key concern to young people...

... UP Limited 1998 Consumer behaviour Consumer marketing Marketing research Marketing theory Resources The original work on the CREM and CRN employed a student sample and researchers called for additional investigation with a more diverse sample of consumers. Of specific concern...

... evidence for the interpretations suggested by SPI or other research approaches. In this, literally, stereo 3D displays enhance the vividness, clarity, realism, and depth of communication between marketing researchers and their audience. But beyond that, figuratively, three‐dimensional stereography also...

... and trade flow. © MCB UP Limited 1995 Consumer goods Distribution channels Marketing research Retailing Saudi Arabia Wholesale trade Saudi Arabia has often been described as a country offering numerous and lucrative marketing opportunities to the international firm, owing...

... in successful database marketing. The study consisted of 25 in‐depth interviews with key users and suppliers and provides some empirical support for the views put forward. © MCB UP Limited 1992 Database management Database marketing Market segmentation Organizations Marketing research 18...

...Byron M. Sharp Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results. Review and analysis of current marketing research...

...Prabhu Guptara Environmental and social responsibility issues as in all of the work reviewed here reflects the need for marketing research; from business ethics to the International Business Handbook, on the practicalities of doing business globally. © MCB UP Limited 1991...