1. Marketing remix : introducing the 4A's -- 2. Think like a customer -- 3. Managing acceptability -- 4. Managing affordability -- 5. Managing accessibility -- 6. Managing awareness -- 7. Applying 4A analysis.

Reports the results of a survey of scientific styles based on a survey of 249 marketing academics. Most respondents did not exhibit personality types associated with analytical scientists, although they most strongly endorsed the research values and attitudes associated with this style. A...

Extant research on strategic alliances has relied mainly on case and survey methodologies to examine strategic, structural and operational issues in alliance relationships. Demonstrates that experimental methodology can usefully be employed to examine important strategic and behavioural issues...