Marketing Intelligence & Planning: Volume 27 Issue 5

Voyage of marketing thought from a barter system to a customer centric one

Gurjeet Kaur, R.D. Sharma

Marketing thought originating from the era of the barter system, gradually evolved into production and sales orientations, with greater emphasis on the process, quality, and…

Value, satisfaction, loyalty and retention in professional services

Rene Trasorras, Art Weinstein, Russell Abratt

The purpose of this paper is to assess customers' perceived value of professional services and how this influences satisfaction, loyalty and ultimately retention.

Anthropology and ethnography: contributions to integrated marketing communications

Claudia Mendez

The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach.

Modeling strategic management for cause‐related marketing

Shu‐Pei Tsai

A number of research findings point to positive motivational attribution about the donor brand as an essential element of cause‐related marketing (CRM) effectiveness. However…

Cross‐cultural competitive intelligence strategies

Phani Tej Adidam, Sampada Gajre, Shubhra Kejriwal

Competitive intelligence (CI) is a promising tool in the strategic planning arsenal of top managers. As companies expand globally, it is imperative that CI be conducted across…

“Both sides now”: aligning external and internal branding for a socially responsible era

John Aydon Simmons

The purpose of this paper is to offer a rationale and a method for aligning external and internal brands within an integrated marketing strategy that recognises stakeholder…

Consumer's online purchase cost and firm profits in a dual‐channel competitive market

Ruiliang Yan, Robert Yeh

The main purpose of this paper is to provide an analytical conceptual framework to help business marketers to identify the effect of consumer's online purchase cost on a firm's…

Identifying business priorities through quality function deployment: Insights from a case study

Davide Maritan, Roberto Panizzolo

Although important concepts and steps for strategic planning have been identified, there are few practical, systematic and powerful methodologies and tools to support an…

Editorial

Gill Wright