The focus is an examination of the evolution of marketing theory and the role the study of marketing theory plays in the marketing education process. In addition, the question whether the status of marketing theory differs among American marketing academicians and their European colleagues is...

Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of...

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...

In today′s competitive travel industry, positioning the destination more effectively in the traveller′s mind has become an increasingly important strategic issue. The key to this is an understanding of the traveller′s perceptions of destinations. This study focuses on determining US...

Investigates approaches to product launch and elimination decisions in samples of UK and US companies, which is a gap which was identified in the literature. Identifies different approaches to tackling each of the decisions, and different approaches within each sample. There are also differences...

Uses conjoint analysis to investigate the relative importance of the country of origin of a product to consumers in the United States, Canada, Germany and The Netherlands. It was found that the country of origin of a product was one of the two or three most important attributes in preference...

This 1993 update of previous 1973 and 1983 surveys of US marketing policies in the now renamed and reshaped Economic Union reveals that the obstacles to standardization remain high, and that it has broadly, if ot uniformly, decreased since 1983 – opposite to the trend between 1973 and 1983....