Table of contents
Consumer market research: does it have validity? Some postmodern thoughts
Michael J. ThomasBased on an address to the Swedish Marketing Federation, considers how much longer conventional methods of consumer market research can be considered state of the art when…
Low involvement brands: is the brand manager to blame?
Gil McWilliamStates that poor brand management has been held responsible for brands with which consumers have low levels of involvement, that is, consumers do not consider them important in…
Marketing public relations: conceptual legitimacy or window dressing?
Philip J. Kitchen, Ioanna C. PapasolomouExplores the development of the marketing public relations (MPR) concept examining the arguments advanced concerning MPR’s emergence and legitimacy to be a separate marketing or…
Communicator credibility, personality factors and customer responses to comparative advertising claims
Roger BennettPre‐existing data on the personality characteristics of a sample of 392 people and how these individuals rated persons who communicated to them a fictitious comparative claim were…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb010276. When citing the article, please…
Information systems development in retailing
Rebecca Burden, Tony ProctorReviews an approach to information systems development through the medium of a case study. The case study looks specifically at the introduction of an information technology (IT…
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ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss