Since the late 1960's there has been an increasingtendency to analyse marketing channels as social systemsrather than as economic systems. Despite this, therelationship between vertical integration and performancein marketing channels has continued to be analysedfrom an economic perspective. In...

The research described in this thesis is aimed atinitiating a factually-based knowledge of the sponsorshipof leisure pursuits as a promotional tool. Research todate has been scant leaving the subject largely in therealms of supposition.The finding of this research can be classified underthree...

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product,...

Introduction In his quest to maintain or gain market share, the manufacturer of branded goods makes various assumptions about potential customers, using his current knowledge to picture who they are and how they can be reached cost‐effectively. In essence, he builds on the socio‐demographic...

Concerns itself with the way in which company images are formed and disseminated and discusses work carried out among the employees, suppliers and purchasers of a heavy goods manufacturing company. Argues that company employees should be made the focus of attention, since these are potential...