Marketing Intelligence & Planning: Volume 22 Issue 2

Marketing strategy, contextual factors and performance: An investigation of their relationship

Bishnu Sharma

This research investigates the degree of emphasis put by the Australian manufacturing industry on marketing strategy, along with other organisational strategies such as research…

In search of market orientation: An experiment in key account management

Norman Brady

The growth in literature on relationship marketing which accelerated during the 1990s continues apace in the twenty‐first century. However, as a number of authors have noted, to…

The design, implementation and monitoring of a CRM programme: a case study

Adam Lindgreen

Few published empirical studies have examined the design, implementation, and monitoring of customer relationship management (CRM) programmes at a practical level. The article…

Analysing competitors' online persuasive themes with text mining

Elaine K.F. Leong, Michael T. Ewing, Leyland F. Pitt

Information is power. Cliché, but true. The Internet has simultaneously empowered individuals. Prospects can click, choose and control their online interactions. For…

Marketing consumer services internationally: Localisation and standardisation revisited

Ali Kanso, Philip J. Kitchen

This paper investigates international advertising approaches of USA‐based corporations that offer consumer services in overseas markets. Based on the empirical findings, the data…

Company price tag shifts caused by new CEOs

A. Bruce Clark

Because conventional financial reporting failed to prevent savings and loans crisis of 1988, the market value concept became popular. To see if CEO changes affect “how much…

Have it your way: consumer attitudes toward personalized marketing

Ronald E. Goldsmith, Jon B. Freiden

An emerging new strategic approach is termed “mass customization” or “personalization” whereby elements of the marketing mix are individualized for each customer. This paper…

The strategic corporate intelligence and transformational marketing model

Peter R.J. Trim

Reference to the strategic marketing and corporate intelligence interface is made explicit in this paper, and various contributions to the field of competitive intelligence are…