Table of contents
The strategic orientation of marketing information systems – an empirical study
Xianzhong Mark XuPrevious research suggests that most of the applications of marketing information systems (MkIS) appear to support marketing routine function rather than marketing strategic…
Measuring the effect of political advertising and the case of the 1995 Irish Divorce Referendum
Phil Harris, Andrew Lock, Nicholas O’ShaughnessyReviews the political advertising literature at the start of the run‐up to the 1997 UK general election and looks at the 1995 Irish Divorce Referendum result and assesses the…
Cognitive style differences and their impact on responses to message sources
Seema BhateKirton’s adaption‐innovation inventory has been used to examine the significance of cognitive styles (personality traits) as mediating variables between message sources and their…
Post‐materialism’s “silent revolution” in consumer research
C. McLarney, E. ChungWhile the idea of post‐materialism is more than 20 years old, consumer researchers have given it little attention. This paper engages in an interdisciplinary exploration of this…
Managing market intelligence: an Asian marketing research perspective
Thomas Tsu Wee Tan, Zafar U. AhmedIn recent years, world growth has slowed and markets have matured or become more protective. It appears that the only way for many companies to grow is at the expense of their…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss