The contingency approach and its relevance to theory building and research in marketing is described. The approach is … outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current … state of the contingency approach in marketing literature is then provided.  …

principles of marketing and advertising which we have rediscovered in the twentieth century. Specifically, the pros and cons of … “global” vs. “local” marketing and copywriting were understood and the authors made conscious choices to cater to various … basic principles of marketing and overtly orchestrated them in thoughtful and coherent ways. A study of The New Testament …

The changes to be expected in the marketing field as information technology becomes a more widely accepted phenomenon … developments have on the marketing scenario. The analysis incorporates a set of recommendations.  …

That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer … behaviour can be interrelated with the principles of persuasion and thus utilised in the formulation of political marketing …

A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the …. Models that solved historical information needs can also be adapted for current marketing conditions by incorporating AHP … within a marketing knowledge‐based decision support system (KB‐DSS). Current decision rules might be chosen on the basis of …

of a small example. Concludes with a marketing case study, dealing with the characteristics of different brands of cereal.  …

Examines the historical role of marketing within the British electoral process. Based on historical research and … drawing on a voluminous amount of documentary analysis, seeks to assess how and when marketing thinking and techniques first …

political marketing expertise in European political markets, focussing primarily on the UK. The paper investigates this transfer … of US campaign expertise using both a political science‐diffusion perspective and an international marketing‐market entry …