Looks at the practical applications of marketing principles to the management of library services in the UK. Assesses the place of market research in the planning cycle and describes and reviews a variety of tactical responses. Concludes that the public library service in the UK will probably...

The implementation of the Financial Services Act 1986 has forced retailers of investment products to become tied to a single insurance company or to act as an independent by selecting the best product for the customer from the entire market. As a result of this many retailers of investment...

Successful marketing involves the identification of target market segments, where the customers requirements are matched to the services offered by the supplier. Many firms try to segment markets on the basis of the customers′ characteristics. However, characteristics are only an indication of...

SMEs are both users of marketing research and subjects of market research. There is clear evidence that the decision processes in such firms often render the products/services designed for medium and large firms inappropriate. One of the major suppliers of services to the small firms sector is...

Points out that there were 50 nationally published political polls during the British 1992 election campaign period – 39 of which, converted into seats, would have given a hung Parliament, eight of which suggested an outright win for Labour, and three of which gave the Conservatives a victory....

Original and provocative findings that date of birth could have an effect on consumption prompted replication of this exploratory work. Date of birth potentially combines the measurement advantages of demographics with the psychological insights of psychographics when interpreted through an...

While simulation and controlled pretest‐marketing approaches are increasingly used, the traditional test marketing is still the most widely used approach for product and marketing programme testing. For several decades now, the most popular research and professional approach to test market...