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An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and …
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the …
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the …
The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not …
The articles in this collection discuss the role of marketing in development, and include case studies from various developing countries. They consider state enterprises, marketing …
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. …
This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems …
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only …
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial …
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great …