Marketing Intelligence & Planning: Volume 20 Issue 2

Understanding market entry timing decisions: the practitioner‐academic gap

Scott G. Dacko

Notes that much is known in the academic literature about factors that may be influential in firms’ market entry timing decisions. Specifically, in response to a competitors’…

The R&D‐marketing interface and new product entry strategy

Qing Wang, Elisa Montaguti

In this paper, we postulate that a balanced input from R&D and marketing improves the entry strategy selection process. While doing so, we focus our attention on two dimensions…

Internet, interaction and implications for marketing

David C. Arnott, Susan Bridgewater

Looks at the ways in which firms are currently using the Internet and examines the extent to which these uses are informational or facilitate relationship building. A study shows…

Leveraging corporate identity in the digital age

T.C. Melewar, Abhijit Navalekar

The emergence of the Internet has completely revolutionised industries and has restructured their value chains. Traditional “bricks and mortar” businesses are facing the prospects…

How health managers see prescribing

Philip Stern

An understanding of the patterns of GP prescribing is important to those who play a role in the management of healthcare budgets. This paper analyses the contrasts and overlaps…

Marketing knowledge and the value of segmentation

Sally Dibb, Philip Stern, Robin Wensley

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as…

Tackling implementation impediments to marketing planning

Lyndon Simkin

The exponents of marketing planning have for over a decade warned of the internal operational, cultural and process impediments to the effective implementation of marketing plans…