Marketing Intelligence & Planning: Volume 25 Issue 6

“i‐Branding”: developing the internet as a branding tool

Geoffrey J. Simmons

To derive an applicable conceptual framework of branding via the internet form; to show how that framework can, by organising and integrating current knowledge, assist marketing…

An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels

Bill Chitty, Steven Ward, Christina Chua

To determine which factors account for customer satisfaction with a service and their loyalty to a given service provider, in the particular, context of “backpacking” in…

Mediating effects of relationship quality on customer relationships: an empirical study in Hong Kong

Y.H. Wong, Humphry Hung, Wing‐ki Chow

To build and test a model of customer relationships, with particular reference to the financial services sector, relating the perceived quality of the relationship to one…

Influences on supplier repurchase selection of UK importers

Donna Gill, B. (Ram) Ramaseshan

To investigate the influence of supplier‐performance criteria on importers' decisions to repurchase from the same source, in the context of wine‐importing.

Measuring the effectiveness of marketing information systems: An empirically validated instrument

Spiros P. Gounaris, George G. Panigyrakis, Kalliopi C. Chatzipanagiotou

To design and empirically validate an instrument for measuring the effectiveness of a marketing intelligence system (MkIS).

Market segmentation using geographic information systems (GIS): A case study of the soft drink industry in Kenya

S.M. Musyoka, S.M. Mutyauvyu, J.B.K. Kiema, F.N. Karanja, D.N. Siriba

To show how the analytical and visualization capabilities of geographic information systems (GIS) can enhance the communication, understanding and utility of data and information…

Editorial

Keith Crosier