Marketing Intelligence & Planning: Volume 20 Issue 1

The political marketing planning process: improving image and message in strategic target areas

Paul R. Baines, Phil Harris, Barbara R. Lewis

A marketing planning framework to aid political parties in improving their image and co‐ordinating election campaigns has been developed to reflect the changing nature of…

Managerial relevance in academic research: an exploratory study

Paul Ankers, Ross Brennan

Concern has been expressed by business and marketing scholars that academic research in these fields should be made more relevant to managers. In this paper the focus in on the…

The role of selfishness in buyer‐seller relationships

Adrian Palmer

Co‐operation is implicit in attempts to create ongoing buyer‐seller relationships, yet Darwinian theories have stressed the self‐centredness of man and social commentators have…

Environmental scanning and organizational culture

Carl L. Saxby, Kevin R. Parker, Philip S. Nitse, Paul L. Dishman

This paper examines the connection between environmental scanning for market intelligence, organizational culture and generic strategies. The generic strategies, based on the…

Neural network model for database marketing in the new global economy

C.P. Rao, Jafar Ali

The discipline of marketing is going through significant changes. Such changes are necessitated by the globalization of markets aided by the facilitating communications and…

Remote control marketing: how ad fast‐forwarding and ad repetition affect consumers

Brett A.S. Martin, Vicky Thuy‐Uyen Le Nguyen, Ji‐Yeon Wi

Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated…

Marketing practices in the UK small business sector

Charles Blankson, David Stokes

In the UK, some 95 per cent of firms are considered small businesses. Although there is a general agreement in the literature that a market oriented firm is one in which all…