Marketing eschatology judges marketing’s sins of omission and commission and describes the future state where “good” triumphs over that which led us to error. Begins by presenting the argument that the future will reject methodological exclusivism involving the two rival claims of...

The article considers marketing as a socially located practice, and argues that any form of trade or exchange may be seen to both reflect and reinforce the social structures, customs and outlook of an entire culture and not simply a part of it. These developments are grounded in aspects of...

Examines the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer research studies. Suggests that the nature of international consumer behaviour and the requirements for international...

Purpose – The purpose of this paper is to present and discuss information accessibility in today’s world alongside the accompanying demise of corporate invisibility. This is an ever-present communications reality for businesses and consumers in the twenty-first century....

In practice, firms measure customer satisfaction using models and theory developed for evaluating the perceptions of individual consumers rather than entire organizations. This paper develops an integrated model of customer satisfaction measurement specific to a business‐to‐business context...

A decision support model is presented and discussed which aims at identifying realistic export opportunities for a given exporting country. The model consists of a screening process of four consecutive filters, through which relevant information on markets (such as country risk indicators,...

Examines the cross‐national applicability of a model of the effects of country of origin and brand name on consumers’ evaluations of a product. Specifically, investigates the structures of country‐of‐origin and brand effects on the evaluation of a new automobile by German and French car...

Acceptance of the benefits of market segmentation is so pervasive that it seems almost sacrilegious to question the validity of this faith in the power of segmentation as a marketing tool. But, at the risk of being labelled heretics, argues that segmentation is not the marketers’ nirvana it is...

Purpose – The purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions. Design/methodology/approach – The paper describes approaches that can lead to the integration of marketing research with marketing decision making....

To hard‐pressed managements in competitive product markets, the aesthetic design of products appears to offer an attractive means of creating competitive advantage. In this situation, researchers on design management are beginning to construct forms of accountability for design so as to...