Explores the development of the marketing public relations (MPR) concept examining the arguments advanced concerning MPR’s emergence and legitimacy to be a separate marketing or PR discipline. Some marketing academics suggest that MPR should be incorporated into the marketing discipline...

Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a somewhat “Cinderella” subject. In the heightened and increasing consumer‐oriented marketing communications world of the 1990s, this paper asks whether these two marketing...

This article is primarily concerned with top management perceptions towards competitive rivalry in differing UK fmcg market structures. Moving away from concentration measures, the author develops a new methodology measuring “market rivalry” based on management response criteria. In all, 21...

Purpose – The purpose of this paper is to detail the rationale for, and development of, the Export Marketing Profiling System; a methodology for profiling and benchmarking the capabilities of small and medium‐sized enterprises (SMEs) to compete internationally. Design/methodology/approach...

The response or non‐response of small businesses to change is an important area of study. Environmental analysis is a crucial corollary to business development and growth. However, experience of small firms has indicated that the managers of such enterprises may become myopic in relation to...

Purpose – The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is...

Purpose – The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and coupon expiration date) towards coupon redemption based on psychological and demographic segments of consumers who...