Marketing Intelligence & Planning: Volume 17 Issue 7

Relationship marketing: a concept beyond the primary relationship

Jay Kandampully, Ria Duddy

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s…

The history, evolution and principles of services marketing: poised for the new millennium

Charles L. Martin

The development and evolution of services marketing have been extraordinary. Provides a brief historical overview of services marketing, highlights its differences, then presents…

Technology and the changing marketing world

William C. Moncrief, David W. Cravens

Technology will continue its pervasive global impact on marketing strategies and program components in the twenty‐first century. Technology is changing markets and buyer…

A disco(urse) inferno: the pitfalls of professionalism

Nick Ellis

A postmodernist look at the position of marketing at the turn of the millennium. Devises a dream‐like conversation between four professionals (a doctor, a lawyer, an accountant…

Critical marketing in the classroom: possibilities and challenges

Miriam Catterall, Pauline Maclaran, Lorna Stevens

Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing thought posed by these critiques are rarely…

“I don’t know much about art, but I know what I like”: resonance, relevance and illumination as assessment criteria for marketing research and scholarship

Sue Halliday

Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico‐deductive approach and asserts that interpretative and qualitative methods…

Retro‐marketing: yesterday’s tomorrows, today!

Stephen Brown

The past may be a foreign country, according to L.P. Hartley, but marketers seem to have secured resident alien status. Retro products, services, advertisements and pricing…