Marketing Intelligence & Planning: Volume 28 Issue 2

Customer relationship oriented marketing practices in SMEs

Helen Reijonen, Tommi Laukkanen

The purpose of this paper is to examine to what extent small to medium‐sized enterprises (SMEs) gather customer information and act on it keeping in mind the profitability of the…

Measuring situational triggers of television channel switching

Steve Dix, Ian Phau

The purpose of this paper is to describe the development of a scale (SITUZAP) to measure the situational factors that trigger channel switching, specifically within the television…

Television advertisements and children's buying behaviour

Pankaj Priya, Rajat Kanti Baisya, Seema Sharma

Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to…

Children's buying behaviour in China: A study of their information sources

Ying Fan, Yixuan Li

The purpose of this paper is to report an empirical study on children's buying behaviour in China, with a special focus on their information sources.

“Lights, camera, action...!” Marketing film locations to Hollywood

Simon Hudson, Vincent Wing Sun Tung

The purpose of this paper is to understand and identify the marketing strategies and specific promotional tools used by film commissions to attract the production of films and…

The export competitive advantages of Turkish manufacturing companies

Mehmet Haluk Köksal, Engin Özgül

The purpose of this paper is to determine the export competitive advantage differences between high‐ and low‐performing companies in Turkey. The paper specifically and separately…

International Committee of the Red Cross: emblems of humanity

Ann M. Torres

The purpose of this paper is to examine the branding and communications strategy of the International Committee of the Red Cross (ICRC). The ICRC is the world's oldest…

Editorial

Gill Wright