Marketing Intelligence & Planning: Volume 20 Issue 5

Corporate intelligence and transformational marketing in the age of the Internet

Peter R.J. Trim

Strategic marketing has established itself as a separate body of marketing knowledge and forced marketing strategists to think more deeply about establishing long‐term working…

A three‐step matrix method for strategic marketing management

Yin‐Ching Jan

This paper proposes a simple three‐step matrix method to assess the situations in the marketplace. First, an industry perspective matrix is developed to assess the opportunities…

Integrating group Delphi, fuzzy logic and expert systems for marketing strategy development: the hybridisation and its effectiveness

Shuliang Li, Barry Davies, John Edwards, Russell Kinman, Yanqing Duan

A hybrid approach for integrating group Delphi, fuzzy logic and expert systems for developing marketing strategies is proposed in this paper. Within this approach, the group…

Proprietary market research: are online panels appropriate?

Paul K. McDevitt, Michael H. Small

This study assesses the efficacy of using an online panel to represent the views of participants in an annual proprietary multi‐sports event. A mixed mode (online and mail survey…

On the nature of customer‐employee relationships

Ken Butcher, Beverley Sparks, Frances O’Callaghan

Argues that the aim of marketers should be to build positive relationships with customers. However, the nature of such relationships is unclear. Examines the one‐to‐one…

Brand positioning: meme’s the word

Paul Marsden

This paper illustrates how memetics, the Darwinian science of culture and creativity, can be used to enhance brand positioning. Using a simple but powerful technique of memetic…