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- Title
Contemporary Research in Marketing in Denmark.
- Authors
Hansen, Flemming
- Abstract
The article discusses marketing research that has come out of Denmark. Action parameter theory has been expanded with the introduction of strategies that a company may use to interact with members of its environment other than its immediate customers. Moreover, marketing channels have been a large topic of research in Denmark, as well as research in the field of consumer behavior from the point of view of the consumer. With much concentration on consumer behavior, communication research has also been topic of much discussion. The author also looks at some of the quantitative models for marketing research as well as the topic of critical marketing.
- Subjects
DENMARK; MARKETING research; INDUSTRIAL relations; MARKETING channels; CONSUMER behavior; COMMUNICATIONS research; QUANTITATIVE research; MARKETING management; MARKETING science; MARKETING theory; BUSINESS enterprises; BUSINESS research
- Publication
Journal of Marketing, 1981, Vol 45, Issue 3, p214
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298104500321