The adoption of a model‐building approach to marketing is today inevitable, due to improvements in hardware and software and the increased professionalisation of marketing and its techniques. Aggregate response models are focused upon, particularly the issues of which responses are realistic...

Introduction There are signs that the relevance and purpose of marketing education is being lost. Marketing has never been justified as a purely academic discipline so any drift away from its roots of marketing management must be investigated and arrested.

Introduction All people of responsibility in marketing need to plan for the future. The marketing manager has to ensure that his company has the resources and products that will be needed in the 1980s and beyond. The marketing educator is training the marketing executives of the future. To do...

Intercultural trade always requires special efforts. The authors of this article lay down some guidelines for Western dealings with companies in China and Japan, and bring out points to note for both sides.