Generally the marketing literature suggests that the key to a firm's survival and growth is its satisfaction of consumer needs. This philosophy is embodied in the so-called marketing concept. In order to determine to what extend South African firms succeed in achieving consumer satisfaction,...

The high level of human involvement in marketing ensures that it is, and always will be, a dynamic business function. When the impact of accelerating technological developments is added, the dynamism often turns to volatility. The rapidly changing business environment necessitates regular...

This study analyses marketing and marketing activities from a consumer's point-of-view. It measures consumer attitudes towards the so-called 4 Ps (product, price, promotion and retailing) and converts these scores to an overall 'attitude towards marketing' index. It also compares the results of...