European Journal of Marketing articles from December 1995

European Journal of Marketing archives from December 1995

From "red multinationals" to capitalist entrepreneurs? (Eastern European and Russian companies with British subsidiaries)
December 15, 1995... Western subsidiaries of socialist multinationals Investment in Western companies by commercial organizations from Eastern Europe and the former USSR began to be of interest to Western researchers some 20 years ago. Research was commenced to...

Marketing in the new millennium.
December 15, 1995... The 1990s are not proving a good decade for marketing. Through the 1980s it had appeared to be the all conquering discipline. As late as 1991 a lead article in the Harvard Business Review was entitled "Marketing is everything" concluding: "in...

Salespersons' perceptions about sales contests: towards a greater understanding.
December 15, 1995... Introduction Sales contests, special incentive programmes designed to motivate sales personnel to accomplish specific sales objectives[1], have become so commonplace in the selling environment that most sales managers are routinely engaged...

Consumer evaluations of sponsorship programmes.
December 1, 1995... Introduction Sponsorship is an increasingly popular marketing communication tool. During the last decade, sponsorship spending in North America has increased at an average rate of 20 per cent annually as compared to 5.5 per cent and 7.6 per...

American marketing in the European Union: standardization's uneven progress (1973-1993).
December 1, 1995... The past 35 years have witnessed much progress in two related areas: the enlargement and deeper integration of the original European Common Market, now the European Union (EU); and the debate about the merits of standardizing marketing policies...

Benefit segments in a freight transport market.
December 1, 1995... Introduction The concept of market segmentation, first introduced by Smith[1], has attracted much marketing attention. Market segmentation is overt recognition that customers within the market for a given product are not homogeneous. The...