1. Marketing remix : introducing the 4A's -- 2. Think like a customer -- 3. Managing acceptability -- 4. Managing affordability -- 5. Managing accessibility -- 6. Managing awareness -- 7. Applying 4A analysis.

Reports the results of a survey of scientific styles based on a survey of 249 marketing academics. Most respondents did not exhibit personality types associated with analytical scientists, although they most strongly endorsed the research values and attitudes associated with this style. A...

Extant research on strategic alliances has relied mainly on case and survey methodologies to examine strategic, structural and operational issues in alliance relationships. Demonstrates that experimental methodology can usefully be employed to examine important strategic and behavioural issues...

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon...

Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense...