Marketing Intelligence & Planning: Volume 31 Issue 6

Customer relationship management: the evolving role of customer data

Hannu Saarijärvi, Heikki Karjaluoto, Hannu Kuusela

Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM…

Perceived quality in higher education: an empirical study

Cristina Calvo-Porral, Jean-Pierre Lévy-Mangin, Isabel Novo-Corti

The purpose of this paper is to address two issues. First research goal is about analyzing differences in perceived quality in higher education (HE) between a private and a public…

“Wow! It's cool”: the meaning of coolness in marketing

Kaleel Rahman

The purpose of this paper is to explore the common meaning of vernacular usage of “cool” in terms of the related concepts consumers use to describe the term, using the symbolic…

Challenging the use of generational segmentation through understanding self-identity

Sarah Gardiner, Debra Grace, Ceridwyn King

The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised…

Antecedents and consequents of brand managers’ role

Athanasios Poulis, George Panigyrakis, Anastasios Panos Panopoulos

The purpose of this paper is twofold. First, the paper seeks to identify whether the role of product manager in UK and in France differs and second, the paper models the…

Heterogeneous sources of customer-based brand equity within a product category

Luming Wang, Adam Finn

Unlike prior consumer-based brand equity (CBBE) research that examines well-known brands in different product categories, the purpose of this paper is to focus on the…

Critical success factors for B2B e-markets: a strategic fit perspective

Michael Johnson

The objective of this paper is to explore and determine a set of factors that are critical to the success of business-to-business (B2B) e-markets in the aerospace and defence…

Erratum