Marketing Intelligence & Planning: Volume 19 Issue 6

Throwing the baby out with the bathwater?

John Egan

Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges some of the notions which appear to have grown up around the concept. In…

Building customer relationships: an inventory of service providers’ objectives and practices

Cindy Claycomb, Charles L. Martin

A study of 205 US commercial service providers, representing 31 two‐digit SIC codes, identified companies’ customer relationship‐building objectives and practices. Of 42 possible…

Behavioral approaches to marketing strategy implementation

Brooke Dobni, Dawn Dobni, George Luffman

The development and reinforcement of context‐specific behaviors support the implementation of marketing strategy. Discusses the limitations of traditional strategy implementation…

The marketing planning experience: a UK and Portuguese comparison

Sally Dibb, Minoo Farhangmehr, Lyndon Simkin

Most marketing managers are now convinced about the benefits that businesses gain from marketing planning. In the UK, research indicates that the majority of businesses are…

Evaluating the branding potential of Web sites across borders

Roblyn Simeon

Presents the AIPD approach to the evaluation of commercial Web sites within or across borders. Looks at firms in the software sector and uses the model’s benchmarking techniques…

The appeal of integration: managing communications in modern organisations

Joep P. Cornelissen, Andrew R. Lock

Subjects the assumptions and prescriptions of the “integration” literature to critical scrutiny. Teases out the distinctive basis of its appeal compared with earlier communication…

A qualitative research agenda for small to medium‐sized enterprises

Jimmy Hill, Len Tiu Wright

Considers an area of growing importance in marketing research. Small to medium‐sized enterprises (SMEs) are continuing to play an increasing role in the development of western…

Green dilemma

W. Wossen Kassaye

Based on a survey of 290 consumer and industrial goods manufacturers in the Continental USA, examines the green packaging actions, attitudes and future plans of firms. The…