Table of contents
Emotional intelligence and marketing effectiveness
N. Gladson Nwokah, Augustine I. AhiauzuWhile much empirical work has centered on marketing effectiveness, the generalizability of its relationship to emotional intelligence in the Nigerian context has been…
Low‐income consumers' reactions to low‐involvement products
Ayantunji GbadamosiThe purpose of this paper is to explore the attitudes and behaviour of low‐income women consumers in respect of low‐involvement grocery products.
The challenges of internationalising national culture‐based hand‐crafted products
Jesus Cambra‐Fierro, Rosario Vazquez‐Carrasco, Edgar CentenoThe purpose of this paper is to illustrate how small to medium‐sized enterprise firms can develop internationalization processes successfully.
Reaching and influencing consumers in the prescription medicine market
Julia Peters, Deon Nel, Stewart AdamCelebrex became the first of a new class of drugs known as COX‐2 selective non‐steroidal anti‐inflammatory drugs. It improves treatment for arthritis sufferers without…
Marketing theory and practice: the case of the Egg Card
Nnamdi O. MadichieThe purpose of this paper is to review Egg Card's current marketing strategy, drawing on the recent media flurry over its disaffected customers. The paper also seeks to highlight…
The beer market and advertising expenditure
Kari Heimonen, Outi UusitaloThe purpose of this paper is to examine the impacts of advertising expenditure on brands' market shares, utilizing a novel four‐week advertising‐sales data from the highly…
Product placement in Bollywood movies
Sukhbinder BarnThe purpose of this paper is to illustrate the way in which product and brand placement function in the Indian film industry.
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss