The marketing mix and buyer behaviour in the TV rental market
F. Livesey
(University of Manchester Institute of Science and Technology, Manchester, UK )
607
Abstract
Examines the application of marketing principles in the market of TV rental. Looks at empirical data taken from a sample of 200 customers, who were all asked their opinions on the advantages and disadvantages of renting a television set. Provides pointers for improvement of the effectiveness of marketing the rental TV market and the maintenance of customer loyalty.
Keywords
Citation
Livesey, F. (1971), "The marketing mix and buyer behaviour in the TV rental market", European Journal of Marketing, Vol. 5 No. 4, pp. 198-206. https://doi.org/10.1108/EUM0000000005173
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited