Marketing Intelligence & Planning: Volume 28 Issue 3

Retail experience stores: experiencing the brand at first hand

Peter Jones, Daphne Comfort, Colin Clarke‐Hill, David Hillier

The purpose of this paper is to explore the emergence and development of experience stores and to consider their potential role in fostering consumer brand relationships and their…

The role of the stakeholder perspective in measuring corporate reputation

Petya Puncheva‐Michelotti, Marco Michelotti

The aim of this paper is to develop an effective measure of corporate reputation when stakeholders are faced with different decision situations.

SME practice towards integrated marketing communications

Veronica Gabrielli, Bernardo Balboni

The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small‐ and medium‐sized…

The organizational roles of marketing and marketing managers

Osman Gök, Gungor Hacioglu

The purpose of this paper is to design a comprehensive responsibilities inventory for today's marketing managers, from which it develops factual inferences for the role of…

B2B e‐marketplace: an e‐marketing framework for B2B commerce

Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston, Vincent Lui

The purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global business…

Museums, consumers, and on‐site experiences

Rémi Mencarelli, Séverine Marteaux, Mathilde Pulh

One conclusion is widely shared by professionals in the cultural sector: consumer motivations have changed and in particular their relations with cultural products and services…

Complementary and alternative medicine: shaping a marketing research agenda

Lynn Vos, Ross Brennan

The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for…

Dancing with macro‐boycotters: the case of Arla Foods

Ibrahim Abosag

Consumer boycotting is on the increase for various reasons. Macro‐boycotting campaigns, against one or more countries and their companies, rather than a specific single company…

Editorial

Gill Wright