Donald G. Howard

The Evolution of Marketing Theory in the United States and Europe

The focus is an examination of the evolution of marketing theory and the role the study of marketing theory plays in the marketing education process. In addition, the question whether the status of marketing theory differs among American marketing academicians and their European colleagues is examined.

Advertising Executives′ Perceptions of Satellite TV′s Potential Impact on the European Market

Both British and European advertising executives foresee satellite television (STV) having an increasingly dramatic impact on the European marketing scene during the 1990s (and beyond). While disagreeing somewhat as to the magnitude and direction of the impact, each group finds STV altering consumer viewing habits, increasing the importance of global brands and accelerating the use of “single” European‐wide themes/campaigns. European STV′s importance in terms of changing organisational strategy, as well as its effect on the growth of headquarters promotion control, is explored. Certainly, British and European marketers need to be increasingly conscious of STV′s potential for producing change and include this knowledge in their future marketing plans.

CORPORATE/MARKETING PHILOSOPHY: A US, JAPANESE AND BRITISH COMPARISON

This article presents the results of a recent study of the strategic marketing and management priorities of leading British executives. Further, their views on a wide range of current and future strategic issues are compared with earlier research on US and Japanese executives conducted by the Japanese Management Association (JMA).

Corporate/Marketing Philosophy: A US, Japanese and British Comparison

This article presents the results of a recent study of the strategic marketing and management priorities of leading British executives. Further, their views on a wide range of current and future strategy issues are compared with earlier research on US and Japanese executives conducted by the Japanese Management Association (JMA).

The Costs Associated with Cross-National Academic Research

This study reports the experiences of two academic researchers while conducting a cross-national academic research study. It examines both the increased monetary costs and the increased chronological costs associated with internationalizing international business research. This mail survey was mailed to 885 International Advertising Association members in 17 European countries. Actual cost and time figures are provided to serve as useful guidelines for other teachers and researchers attempting to internationalize their research efforts.