Table of contents
Global text project: new horizons in textbook marketing
Leyland F. Pitt, Deon Nel, Gene van Heerden, Anthony ChanThe purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created…
University course selection and services marketing
Claire Brown, Peter Varley, John PalThe purpose of this paper is to examine university applicants' choice processes using Kotler's five stage consumer buying process with a particular emphasis on the final stage of…
Relationship marketing research (1994‐2006): An academic literature review and classification
Kallol DasThe purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and…
“Green” segmentation: an application to the Portuguese consumer market
Arminda do Paço, Mário RaposoThe purpose of this paper is to identify distinct market segments based on several environmental variables. Given the complexity and the range of variables that may determine the…
The adoption of techno‐relationship innovations: A framework for electronic customer relationship management
Kittipong SophonthummapharnThe purpose of this paper is to develop a comprehensive research framework for understanding the adoption of techno‐relationship innovations. The second purpose is to examine the…
Spotting the disguises and masquerades: Revisiting the boundary between editorial and advertising
Steve Dix, Ian PhauThe purpose of this paper is to compare the perceptions of agencies, advertisers, and media consumers on the blurring practices commonly used to confuse editorial and advertising.
Cross‐cultural communication and emotional intelligence: Inferences from case studies of gender diverse groups
Michael P. Lillis, Robert G. TianThe purpose of this paper is to investigate the role of emotional intelligence (EI) in business communications and describes the pivotal role it plays in establishing skills that…
The dynamics and characteristics of buying centre networks: A qualitative study on Finnish firms
Pentti Järvi, Juha MunnukkaThe purpose of this paper is to study does the structure of buying centre networks dynamically change between buying situations and during the buying processes. Furthermore, the…
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ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss