Table of contents
The concept mapping approach in marketing: an application in the travel agencies sector
J. Enrique Bigné, Joaquín Aldás‐Manzano, Inés Küster, Natalia VilaPresents the concept mapping technique as a tool in marketing research. The advantage of this technique lies in the development of qualitative research techniques like focus…
Brand associations: looking through the eye of the beholder
Debra Grace, Aron O’CassAs the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical…
A grounded theory of beer consumption in Australia
Simone PettigrewThis study applied the grounded theory method of data collection and analysis to the social phenomenon of beer consumption in Australia. The aim was to explore a popular…
Marketing practices of African and Caribbean small businesses in London, UK
Charles Blankson, Ogenyi E. OmarPresents an assessment of the marketing practices among African and Caribbean small businesses in London. Findings reveal the patchy application of an adapted market orientation…
Managerial understanding of contemporary industrial marketing issues
Roger PalmerThis paper presents the findings of an empirical study conducted with 256 senior marketers in industrial and technological organisations. The results confirmed that the status of…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood