Table of contents
The personalised marketplace: beyond the 4Ps
Ronald E. GoldsmithTheories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer…
Segmenting high‐tech markets: a value‐added taxonomy
Dan Dunn, Jon Hulak, D. Steven WhiteReports findings from a major study done by a Boston consulting firm showing four solution‐based market segments in high‐tech industries. They are the specialized solution, the…
Behavioral biases in the service encounter: empowerment by default?
Charles L. Martin, Steven AdamsDiscusses the findings of a study in which 309 service encounters between customers and customer‐contact personnel in service businesses and retail stores were unobtrusively…
Taming the tiger: key success factors for trade with China
Brett Martin, Gretchen LarsenWith its large population and increasingly open approach to foreign business dealings, China has been heralded as a land of opportunity for Western business. “What are the keys to…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/02634509910260922. When citing the…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss