Subject Index
 

Retail consultant Ko Floor believes that for a retail brand the store itself is the most important communication tool. This is not to say that media advertising is unimportant, but it does work differ ...

Most brands are facing difficult market conditions as a result of growing competition, fragmentation in the market and media, and the increasing information and options available to consumers. This ar ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1984, Far ...

The effects of advertisements must be seen in behaviour before we discuss how individuals are affected. Case history analysis is needed; a new source is outlined. There is a common structure for t ...

An early description of the author's well-known theories of buyer behaviour (the NBD/LSD model), which have since (as pointed out in the update) been integrated in the Dirichlet model, and developed i ...

Many theories in advertising deal with the direct effects of advertising: advertising creates attitudes which lead to buying behaviour thus explaining market share. In this paper another viewpoint is ...

Second part of a two-part article based on a paper delivered at a KAE conference on new product development, March 1985; the first part was published in June 1985 (no.2792). This article deals with er ...