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Increased concentration within the retail trade may have great, negative consequences for a supplier if its relationship to a chain dissolves. The objective of this study is to develop an understanding of the way in which the supplier′s use of the marketing mix components (salesforce, product,...
Examines the theoretical base of the neural network technique showing, for example, that it is linked in formal and practical terms with expert systems and that it uses a statistical approach. After beginning with a discussion of models of information processing by consumers, proceeds to outline...
Investigates the effects of three countries of origin, three brand names and three levels of price and service on consumers′ perceptions of the purchase value of an automobile. Based on data collected from a random sample of 179 Canadians and 197 Belgians, the results indicate that the effects...
Considers the development of public relations in UK fast‐moving consumer goods (FMCG) firms. Argues that public relations is making some inroads into the traditional marketing promotional mix by acting either in a complementary way or in place of traditional advertising. Also considers the...
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