Table of contents
Market segmentation: organizational archetypes and research agendas
Mark Jenkins, Malcolm McDonaldThe study of how organizations segment their markets has traditionally taken a prescriptive and analytical approach. More recently, a number of academics and practitioners have…
Process‐oriented measurement of service quality: Applying the sequential incident technique
Bernd Stauss, Bernhard WeinlichPresents the current state of the methodological discussion on the measurement of perceived service quality. Describes two approaches ‐ attribute‐based methods and the sequential…
Consumer knowledge and country of origin effects
Anja SchaeferConsumer knowledge has frequently been mentioned in the literature as a potential mediating factor in consumers’ use of country of origin as a product information cue. However…
Use of expert systems in international marketing: An application for co‐operative venture partner selection
S. Tamer Cavusgil, Cuneyt EvirgenScarcity of expert knowledge and complexity of decisions make decision making particularly difficult in international marketing. Hence, international marketing offers an…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall