| Abstract: | Welcome to the April Edition of the Journal of Marketing Management which contains a wide range of the contemporary themes, methodologies and industries which characterise the intellectual scope of marketing's domain around the world. This edition presents purely conceptual articles, quantitative analysis of marketing literature, survey data and panel data as well as several studies using qualitative data collection and analytical techniques. The contexts for the collection vary from product markets to service markets, B2C and B2B perspectives as well as, unusually, two articles relating to the pharmaceutical innovation. |
