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Source loyalty in the freight transport market

Cunningham, M. T.; Kettlewood, K. - In: European Journal of Marketing 10 (1976) 1, pp. 60-79

Suggests that source loyalty can be described as the preference of a buyer to purchase a product or service from the same source as previously. Investigates the case of freight transport. Reveals a high degree of loyalty among respondent firms, which is attributable to service quality.

Persistent link: https://www.econbiz.de/10014725196

Setting objectives for advertising

Corkindale, David - In: European Journal of Marketing 10 (1976) 3, pp. 109-126

Investigates the use of advertising in marketing and its effectiveness. Suggests the establishment of objectives by …

Persistent link: https://www.econbiz.de/10014725197

Men's leisurewear: a male dominated market

Douglas, Susan P. - In: European Journal of Marketing 10 (1976) 3, pp. 158-168

Looks into the concept of changing sex role perceptions with regard to manufacturing and retailing. Investigates the potential of opposite sex markets and suggests that the relevant target market might consist of both sexes. Presents results which suggest that there are two major market segments...

Persistent link: https://www.econbiz.de/10014725201

Research into advertising: a State‐of‐the‐art review

Arndt, Johan - In: European Journal of Marketing 10 (1976) 4, pp. 179-197

This review of normative and descriptive advertising research studies concludes that the studies have resulted in few great ideas. In spite of a quantitatively impressive research tonnage, the studies are unsystematic, the methods are often weak in validity, and the results are often irrelevant...

Persistent link: https://www.econbiz.de/10014725203

The estimation of marketing efficiency

Weston, H. - In: European Journal of Marketing 10 (1976) 5, pp. 218-239

Examines the applicability of an optional rule for determining ideal product volumes and mixes under various technical and market conditions. Explains an alternative, similar method of estimation for use where data are inadequate. Considers difficulties and areas where the method is of dubious...

Persistent link: https://www.econbiz.de/10014725205

Forecasting new consumer durables by market segmentation

Lervikas, Alf‐Enk - In: European Journal of Marketing 10 (1976) 5, pp. 257-265

Looks at the different purposes of market segmentation with particular references to its purpose of explaining the diffusion of new customer durables. Uses a simulation model called SIMDEK to forecast the general pattern and growth of a new durable and its stabilization in demand after its...

Persistent link: https://www.econbiz.de/10014725207

The marketing of non‐profit making organisations: a preliminary report

Ford, David - In: European Journal of Marketing 10 (1976) 5, pp. 266-279

‐profit making organization. Applies a marketing approach in order to tackle the non‐profit making organizations more complex … problems. Suggests that the marketing approach is very useful in this situation for three reasons it helps to make objectives … explicit; it helps create better criteria for the organization; and it helps bring detailed marketing activities to the company. …

Persistent link: https://www.econbiz.de/10014725208

Industrial diffusion, adoption and communication

Lancaster, G. A.; White, M. - In: European Journal of Marketing 10 (1976) 5, pp. 280-298

Provides a comprehensive and critical analysis of work done in the field of industrial diffusion, adoption and communication. Suggests that work done in the diffusion of industrial markets is a slow process, and highlights the problems of conditional and causal‐factors in its examination....

Persistent link: https://www.econbiz.de/10014725209

Introducing successful new industrial products

Cooper, Robert G. - In: European Journal of Marketing 10 (1976) 6, pp. 301-329

the worst when compared to technical, production and financial evaluation. Finally, a lack of marketing research personnel …

Persistent link: https://www.econbiz.de/10014725210

The Product Management Function in Marketing: Some Behavioural Aspects of Decision Taking

Cunningham, M.T.; Clarke, C.J. - In: European Journal of Marketing 9 (1975) 2, pp. 129-149

Reports an investigation of some of the factors that influence product management decisions in consumer goods companies. Looks at a product manager's role in the whole organization, particularly the decision‐taking and participatory activity as a response to pressures from the working...

Persistent link: https://www.econbiz.de/10014725219