India and the USA: the relationship between situational variables and purchasing
Article Abstract:
A study was conducted to explore the relationship between situational variables and consumer purchasing within the context of the Indian and US cultures. The empirical dimensions of the situational variables examined in this research were frequency of shopping visit, the usual time of day for shopping, travel time, time spent and number of companions. Results showed that all five dimensions were statistically significant with regards to shopping behavior when comparing India and the US.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1996
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A comparison of audiences at selected Hallmark events in the United States
Article Abstract:
Audience evaluation in selected Hallmark events shows that there is no absolute advertising strategy which can best capture all of the prospective buyers' interests. This is largely due to the diverse characteristics that the audience possess. Such knowledge would be useful to marketing executives and promoters in selecting events for involvement and in designing message-content for target groups of spectators.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1992
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The relationships between market-driven learning and new product success in export markets
Article Abstract:
This article examines the role of market-driven learning in successful product exports.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1999
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