Investigates the contribution of anthropology to marketing which has been thought of as being negligible. Reviews its potential as we move towards market analysis and model building strategies for marketing. Suggests that it is likely to play a role in international marketing.

Examines franchising as a relatively recent concept of mass marketing. Looks at the ways in which it supports its claim of providing effective control for the customer. Investigates petrol station franchising in order to justify this claim, looking in particular at the solus system of market...

Examines the application of marketing principles in the market of TV rental. Looks at empirical data taken from a sample of 200 customers, who were all asked their opinions on the advantages and disadvantages of renting a television set. Provides pointers for improvement of the effectiveness of...

Studies purchasing responses of small firms to the introduction of a new product. Indicates, from results, that search and evaluation phases of the decision are severely abbreviated – also small firms exist in informationally‐barren environments. States that academic interest in...

Notes that model‐building techniques can create problems as well as solving them, and recent research has evolved a classification of variables affecting consumer behaviour, which suggests that current practices in strategic market analysis puts insufficient emphasis on variables – which are...

Studies purchasing behaviour for the leading brands of a frequently bought household product and discusses this. Enquires in depth about the nature and habits of those buyers of a brand – who in a given time period purchase that brand to the exclusion of competitors. Focuses on the purchasing...

Examines advantages and disadvantages of aggregated analytic models and disaggregated simulation models. States the object is to explore the advantages and disadvantages of the two types of model, with greater emphasis on simulation models that are of more recent development, concentrates on...

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...

Presents here a theoretical model study based on the results of an empirical study, which relates brand shares to price differences in a fully quantitative fashion. Posits in its present form that it is applicable to the analysis of markets largely dominated by two brands. States that the model...

Describes the thinking that went into a piece of experimental research in social psychology that is still in the planning stage. Discusses the potential market for a newspaper: how many read the paper?; how many read it now?; and of those who could but aren't reading it – why? Posits that...