Strategic marketing research

Article Abstract:

Strategic marketing research is important in defining the market, analysing the environment and forming marketing instrument strategies. It enables research on significant issues such as new product development, product/service quality, segmentation and positioning.

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The external contingency and internal characteristic of relationship marketing

Article Abstract:

Issues concerning the study of relationship marketing focussing on customer exchange to comprehend its internal characteristics and external contingency are discussed. An analysis which includes a structural explanation of this concept is presented.

Exchange

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The contribution of ethical obligation and self-identity to the theory of planned behaviour: an exploration of ethical consumers

Article Abstract:

A new study analyses the results of a survey of UK ethical consumers and uses the Theory of Reasoned Action to understand their decision-making.

Marketing, Ethical aspects, Consumer advocacy, Consumerism

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