Table of contents
Marketing Planning in Small Enterprises: A Model and Some Empirical Evidence
David Carson, Stanley CromieDiscusses some of the features of small firms and emphasizes thatbusiness proprietors have a different approach to marketing than domarketing managers in large concerns. Examines…
Introducing New Products Without Advertising
Hunter HastingsConsiders alternative methods of new product introduction inenvironments where the assumptions about advertising′s benefits nolonger hold. Examines promotion‐driven introduction…
The Effects of Religious Factors on Perceived Risk in Durable Goods Purchase Decisions
Nejdet DelenerReports on a study designed to explore the effects of religion andreligiosity on perceived risk in purchase decisions. Asserts thatreligious values represent the most basic…
Adaptive Marketing
James M. KiltsDiscusses several aspects of adaptive marketing as practised by oneparticular food company – Kraft General Foods. Considers theapplication of similar marketing ideas across the…
Magazine Media Planning for “Effectiveness”: Getting the People Back into the Process
Neil KelliherConsiders media budgets and how their allocation is managed.Proposes a media plan that selects media that work harder by building onthe three‐way relationship between the reader…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002508. When citing the…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel