Complementary approaches are proposed for understanding and targeting fashion consumers – concentrating especially on innovation theory and self‐concept theory. These are seen as being two potentially relevant approaches because fashion is concerned with “newness”, therefore innovation...

Reports the results of a recent survey of curricula of postgraduate diplomas and master's degrees in marketing, and concentrates on the objectives of the course and the detailed content of the syllabi offered. Suggests that in the present context there may quite reasonably be considerable...

Focuses on the exploration of consumer experience and attitudes towards online interaction within virtual communities. One of the emerging e‐commerce business models, the consumer to consumer “community” model, is relatively new but underpins the framework for the research conducted. The...

This paper proposes that to be systematic in gaining customers, retailers could benefit from recognising the marketing implications of a set of pre‐ and post‐purchase stages of customer behaviour. A parallel theme is that retailers possess several weapons in their armoury for persuasion...

When Theodore Levitt discussed how firms respond to the question “what business are we in?”, he highlighted the myopic perceptions of some because they viewed their business as “running a railroad” or “making films” — rather than being “in the transport or entertainment market”.

This empirical research studies the marketing information systems of various enterprises ranging from a small business to a national corporation. The use of IT by these organisations in support of their marketing functions is examined especially in relation to such things as size of enterprise,...

Direct marketing has developed rapidly over the last 15 years owing to technological change and developments in markets and marketing. In 1086 William the Conqueror created the Domesday Book as a record of what each individual owned. The concept developed by George Orwell in his 1984 novel was...

A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological, legal, etc) are overviewed with examples of the dynamic nature of marketing's environment being provided. The...