Table of contents
The Marketing Concept and the Smaller Firm
Mark Dunn, Sue Birley, David NorburnThis article describes the perceptions of 177 senior executives within smaller firms as to the extent to which the marketing concept is practised within their company. The study…
Sales Forecasting, Market Research and the Value of Information
Michael Barron, David TargettForecasting experts are not always sufficiently knowledgeable about the way their forecasts are used by managers. Consequently there is a tendency for them to focus excessively on…
Management Implications of the Politics of Marketing
Nigel PiercyA number of recent research papers have suggested that the contingencies surrounding marketing decision making in organisations are such that marketing management may usefully be…
The Marketing of Financial Services to the Small Business Sector — A Research‐based Approach
Geraldine McKibbin, Justin GutmannSmall businesses account for over 90 per cent of business establishments in the United Kingdom and a similar proportion of Barclays Bank's corporate customer base. Until recently…
Product Liability — Legal Changes and Marketing Responses
C. Moss, A. EvansProduct liability legislation is to take place in the late 1980s. At present too many companies are complacent in their attitudes to product safety. They should adopt the attitude…
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ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss