Selects European business air travel as an example of a market that displays both industrial and consumer characteristics, and subsequently defines it as having a hybrid nature. Adopts a stakeholder approach to overcome the problems of the identification and analytical complexity associated with...

Advertisers of the leading brands of consumer goods were surveyed in Great Britain, Denmark, Finland, Sweden and West Germany. The study found that Northern European advertisers generally follow worldwide patterns in their practices of budgeting, timing, creative approaches and measures of...

Both British and European advertising executives foresee satellite television (STV) having an increasingly dramatic impact on the European marketing scene during the 1990s (and beyond). While disagreeing somewhat as to the magnitude and direction of the impact, each group finds STV altering...

The views of Fortune 500 vice‐presidents of marketing and planning concerning future competitive environments, technological developments, political developments and marketing mix variables are presented. The composite picture developed from their world views helps highlight the strategic...

Discusses physical distribution and logistics strategies of European retailers. Argues that UK‐evolved strategies are markedly different from their continental European counterparts – the differences being a significant factor of retailers with pan‐European aspirations.