Considers various approaches to the study of comparative marketing, suggesting a methodology that provides an adequate framework on which to base comparative domestic marketing studies. States, in part one, that there is a simple routine enabling marketing management to quickly select the...

Examines computerised marketing information systems and considers the implications of their role and the major characteristics of such systems and discusses the DEMON model in detail. States that a system is a set of components which interact in a certain manner to achieve its goals; an open...

Discusses how behavioural scientists have produced a multitude of data on complexities of consumer motivation – but states the sheer diversity of approach is making it difficult for decision‐makers to draw meaningful conclusions. Submits that the correct line of advance lies with a systems...

Provides a perspective by which to look at interactions within a family unit (notably man and wife) that lead to purchasing decisions by that unit. Reveals a model for analysing the interactions of family members in decision making. Discusses the interaction processes influencing perceptions of...

Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions of a corporation is forgotten. In this article we outline...

With the growing urgency to reduce Europe's swelling “wine lake”, further growth in underdeveloped markets is being hampered, in part, by the risks involved in purchasing wine. Perceived risk is a factor which affects consumers' decision making when they are considering a new product choice...

Off‐shore market entry approaches of firms using trade missions and those who do not are investigated and found to differ. Comparative results of a sample of Canadian industrial manufacturing firms point to different marketing management styles in terms of greater planning orientation, a more...

Conceptualizes the impact of information technology on marketing decision making. Argues that developments in information technology affect the performance of marketing decision‐makers through different routes. Advances in information technology enhance the possibilities of collecting data and...

This paper presents a case study of a pioneering nationwide implementation of SERVQUAL by a major UK high street bank between 1993 and 1997 at an annual cost of one million pounds. In addition to highlighting serious weaknesses in the value of SERVQUAL as a measure of service quality and as a...

The aim is to identify those areas of marketing in the financial services sector that deserve to be given priority attention. A number of marketing areas are identified and assessed on their scope for improvement, the ease with which they can be changed and also on the sensitivity of the...