Presents a case study of the marketing strategy of Birds Eye Wall’s and its focus on functional and service‐related aspects of its trading relationships. Stresses the importance of the efficient consumer response process towards achieving both customer satisfaction and business efficiency...

Outlines the problems involved when marketing to consumers in mature markets. Emphasises the need to build a direct knowledge of their consumers and to differentiate the service, product and brand from those of competitors. Asserts that small, distinct service experiences will combine to create...