The tenets of relationship marketing are useful in understanding the success of a service provider. Based on a sample …

can only be applied with caution in business-to-business marketing. Implications and future directions for research are …

Full-text of this article is not available in this e-prints service. This article was originally published in Marketing … average margins. Presents the findings from a grounded theory study amongst retail pharmacists in Berlin and Brandenburg …. Legal restrictions on manipulating the conventional marketing mix are discussed and alternative strategic moves towards …

immigrant Turks within the mainstream German population with a view to informing target marketing strategies aimed at this … immigration into Germany from the 1960s onwards is discussed. Differences in motivation, life aims, economics potential, language … skills and media use between the first and second generation are assessed and the implications for marketing and retail …

Neo-classical microeconomic theory has been suggested to offer (1) an appropriate analytical tool for construction … microeconomic theory provides a useful means of analysis, it offers little for the practice of pricing, which is much more closely … related to the marketing discipline than economics. …

International marketing is growing in volume and importance for firms. Consequently, the impact of international … marketing on society has also taken on additional importance. Distribution through international marketing channels, often … referred to as exporting and importing, is the most frequently researched aspect of international marketing. Many marketing …