Table of contents
RESEARCHING BRAND NAMES
Tom BlackettThe name is at the core of a brand's personality, symbolising the sum of the attributes that make up the brand and quickly become synonymous with the satisfactions that the brand…
FROM INFORMATION PROVIDER TO BUSINESS PARTNER: WHAT ROLE FOR THE MARKET RESEARCHER?
Paul SzwarcIn a rapidly changing business environment market researchers are facing challenges to their industry from other suppliers of information services. This may result in market…
WHAT'S NEW? OPPORTUNITIES AND STRATEGIES FOR BUSINESSES
Tansu Barker, Martin L. GimplStrategy is examined, using newness of products, markets and technology as the variables. An understanding of newness with reference to the concept of continuous vs. discontinuous…
MARKETING INTELLIGENCE: SCANNING THE MARKETING ENVIRONMENT
Martin EvansA differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological…
THE BETTING MAN'S GUIDE TO FORECASTING
Terry MorrisA technique is described using probabilities and applicable where significant amounts of business are taken up by relatively few customers of quite variable size or needs…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss