Browsing by Author "Driver, John C."

Browsing by Author "Driver, John C."

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  • Contra-indications of science in advertising research 
    Driver, John C.; Foxall, Gordon R. (Cranfield School of Management, 1986)
    Opinions differ about the application of scientific method to advertising research. The nature of scientific enquiry is also frequently disputed. Against this background basic views of science are discussed in connection ...
  • Marketing strategy in corporate context 
    Foxall, Gordon R.; Driver, John C. (Cranfield School of Management, 1986)
    There is a growing body of thought - reflected in a burgeoning literature - which champions the benefits of 'strategic marketing' as a means of corporate salavation. This article seks to put marketing into its correct ...
  • Optimal advertising:Adstock and beyond 
    Driver, John C.; Foxall, Gordon R. (Cranfield School of Mangement, 1986)
    Decision-makers are frequently exhorted to employ `scientific' budgeting techniques based on the marginal logic of formal economic analysis; some have claimed success in this regard. Yet survey data continue to reveal that ...