...J.D. Pratten; S. Scoffield Briefly outlines the recent history of the Licensed trade in the UK before considering what role marketing theory can play in the formulation of business response to competition. Considers the classic four Ps, price, product, place and promotion together with people...

... of the interrelationships which exist between different widely examined classical consumer concepts and provides some discussion regarding the findings including areas for further comparison. © MCB UP Limited 2000 Consumer behaviour Marketing theory Marketing concepts Volume 23 Number 5/6 2000 Biographical...